Home >> Advertising >> Article

Here's looking at India's first adult diaper ad

28-November-2017
Font Size   16
Here's looking at India's first adult diaper ad

Friends Adult Diapers, an adult diaper brand, has started a conversation about the benefits of using adult diapers through a new television commercial. The ad, which is India’s first ad for adult diapers, is actually targeted at caretakers of senior citizens and not the senior citizens themselves. “We have taken care to include the grandson, who we envision is the caretaker in this scenario,” said Kartik Johari, VP & Marketing, Nobel Hygiene.

Primary research revealed that the biggest obstacle to the adoption of the product is the users themselves. “They find it shameful to discuss this debilitating condition of incontinence with their family. So, we wanted to ensure that through our targeting, we talk to the caretaker. And rather than a brand trying to convince a senior citizen about why this is important, we feel that it’s the family that would be in the best position to have a conversation about the need for adult diapers,” he said. The team also noticed that those who have started using the product did so only after the caregivers introduced the product to them.

Incontinence has multiple causes, from general ageing, paralysis and diabetes to even cancer. Urinary tract Infections can also lead to depression in seniors, as they tend to become more sedentary. Yet, adult diapers are a very under-penetrated market with very low adoption. “This segment has only around 3-4 per cent penetration at most,” said Johari. While he is hopeful about an increase in adoption, Johari said that the main objective of the marketing campaign is to start a conversation in homes.

This pan-India campaign will be dubbed in Tamil, Kannada, Malayalam, Telugu and Bengali languages. The campaign has been conceptualised by Curious Films.

The four-week campaign will be driven on television and digital media alone. Johari reasoned that this choice is predicated by the fact that this is first time ever that adult diapers are being advertised in India. “We have limited butter and the bread is really huge. So, we are concentrated in exactly two mediums to drive the main objective of this commercial. Assuming the first burst goes well, we can then look at making the campaign bigger; maybe not 360, but maybe 270,” he said.

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

John Immesoete talks about the changing role of CCOs in the digital era, new agency models and more

Guenther Sproll of Germany's Liebherr-Hausgeräte on his game plan for the Indian market, product pricing and more

By launching its global Generosity Campaign in India, Cadbury now explores the theme of Achhai (goodness), building on its strong proposition of Kuchh Meetha Ho Jaaye