Nobel Hygiene & Womb launch campaign for adult diapers

27 Jul,2021

By Our Staff


Nobel Hygiene Friends, the adult diaper brand, has launched “Fear of Falling”, a one-minute video film across its digital platforms. Through this film and the corresponding #BreakTheFall campaign Friends hopes to educate viewers about the risk elders face in attempting to use the toilet alone at night.


The campaign was made in collaboration with The Womb and designer-adperson Deepak Singh (founder of Vitamin D).


Said Kartik Johari, Vice-President – Marketing & e-commerce, Nobel Hygiene: “It is unfortunate but the truth that our elderly adults face every night. Incontinence is a severe issue that is shrouded in taboos in our country. It needs to be taken head on as it is an unavoidable biological fact that most of us will face at some point or the other as our bodies age. Yet we refuse to accept or extend help. People suffering from it choose to remain silent for fear of social ostracisation.”


Added Singh: “When Nobel Hygiene came to us with the brief of creating this film, we found it to be a very timely and relevant initiative, keeping in mind the magnitude of the problem as stated by the facts and numbers. The idea was to bring out the scenario, that leads to elderly people falling or slipping in the bathroom, in an intriguing way. It’s reassuring to know that brands today are taking up some very real but unspoken issues and willing to open up conversations around them. And we are very glad to have played a part in it.”


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