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.

Tags Friends Adult Diapers Nobel Hygiene Kartik Johari

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

He spent 13 years at HT; his previous stints include Whirlpool, Procter & Gamble and Godrej

The case study explains in detail the people strategy executed at GroupM to ensure its talent is digitally charged and is data-centric.

As Zee Telugu completes 13 years, Anuradha Gudur tells us about the channel’s journey