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Friends Adult Diapers
It’s Okay To Pee In Your Pants

RAN IN: India

CLIENT
Nobel Hygiene

1. Kartik Johari - VP Marketing & Commerce

AGENCY
The Womb Communications *Lead Agency

1. Kawal Shoor - Founder 2. Navin Talreja - Founder 3. Heval Patel - Business Head 4. Suyash Khabya - Creative Head 5. Sneha Raina - Planning Head 6. Varchas Sinha - Planning Partner 7. Vikrant Wadkar - Creative Partner (Art) 8. Omkar Kulkarni - Business Partner 9. Pranesh Arde - Business Partner


SUMMARY

He has to pee very often. At times, it’s involuntary. It’s bad, he has stopped going out. He doesn’t want to use diapers because they’re for babies. Even admitting he has a problem implies loss of manhood. This is the plight of millions of Indian men who abort their active lives because of urinary incontinence. Friends made peeing in pants acceptable for men who wouldn’t even admit that they had a problem — by ‘normalizing’ it. Our campaign helped 6,72,167 Indians resume life as normal and grew brand sales by 18%.


Hero Medium: TV

Audience: Men

Objectives: Develop, revitalise market (category growth), Gain new customers

Language: English