By A Correspondent

Nobel Hygiene, the leading adult diaper-maker, has launched a new national campaign – #GiftAzadi – across television and digital platforms.

Commenting on the campaign, Kartik Johari, Vice-President – Marketing & E-commerce, Nobel Hygiene, said: “This pandemic has brought into sharp focus, just how claustrophobic it can feel to be trapped at home. There are lakhs of people, however, who deal with this repression as a part of life; and have been doing so for decades. The problem of incontinence (aka, urine leakage) is spread across the country, shrouded in taboo and silent suffering. Our work has been to consistently highlight this problem so that more people feel encouraged to talk about it with their families and close ones. With our #GiftAzadi campaign, we hope to continue this effort and show crowd-sourced images that starkly convey this feeling of imprisonment. We have received a great response so far, and we urge more photographers to participate, to use their lenses to show a silent problem, and help free people from their mental and physical jails. Please work with us to enable Azadi.”

AsFor each entry received, Nobel Hygiene informs it will donate a pack of adult diapers to an old age home. The top three “most evocative” photographs stand to win exciting gift vouchers worth Rs 5000.