MAM
Friends Adult Diaper urges youth to befriend the old
MUMBAI: Friends Adult Diaper has taken an initiative to encourage the youth to befriend senior citizens. This four-minute video, directed by ThoughtPot Studios will feature AlokNath, who has played the most iconic role in TV series such as Buniyaad and Rishtey.
In this video, Alok Nath is seen playing the role of an elderly man, introduced as a 68-year-old youngster, reciting a poem on an open mic platform. The poem is communicated as a friend request rather than a poem itself, in which he aspires to be friends with the youth and gets them hooked on to his poem using what they use most- ‘social media’. In today’s era, social media and apps play such an important role in our lives; he tries to connect with the youth through the same. He is willing to adapt and has convinced himself to become just like them. The poem starts with the audience not willing to hear his story, but gradually, as the poem builds, he wins them over.
Nobel Hygiene VP of marketing and commerce Kartik Johari says, ”Our senior citizens might perhaps be the most ignored resource in our country. We tend to discount them and their value in our daily lives. Through this video, we hoped to encourage youngsters to extend a listening ear to the seniors in their lives. We also hope to remind seniors that it is never too late to give up on their own aspirations.”
Commenting on this initiative, Nath adds, “I am glad to get associated with Nobel Hygiene, as I appreciate the fact that they perfectly understand senior adult’s needs. Friendship is one such crucial need at this stage, as with our changing and challenging lifestyle, most of these seniors barely have someone to share their joys and sorrows with. After a certain age, they not only suffer medical and adult incontinence issues but also go through a tough time dealing with loneliness and depression. Friends come to their rescue at such times and what can be more fun than making friends with young people who are full of life, innovative thoughts and energy”.
The video encourages youngsters to develop a unique relation of friendship with our elders as that is the time when these senior citizens need this support the most, to fill their void with positivity and cheer.
MAM
Tanishq launches ‘Lekhinis’ campaign celebrating modern Telugu woman
Olympic medallist P.V. Sindhu features in new film honouring women who author their own stories.
MUMBAI: Tanishq has found the perfect way to sparkle this season by letting the modern Telugu woman write her own glittering chapter. The Titan Company jewellery brand has unveiled its latest campaign, centred on the idea of ‘Lekhinis’ women who are the authors of their own stories. Featuring Olympic medallist P.V. Sindhu as the narrator, the campaign celebrates the evolving identity of women in Telangana and Andhra Pradesh, where modern aspirations blend seamlessly with deep-rooted traditions.
The film captures everyday moments that reflect quiet strength and confident individuality. It portrays women who embrace change while staying grounded in their heritage, reimagining traditions with sensitivity rather than rebellion. Conceptualised by Lowe Lintas, the campaign aims to strengthen Tanishq’s emotional connection with regional audiences by honouring women who shape their identities with authenticity.
Titan Company Limited chief marketing officer of Tanishq Pelki Tshering said the campaign is a tribute to women who remain rooted yet redefine their journeys every day. “She has always been at the heart of everything we do our muse, our inspiration,” she noted. “Through our designs and storytelling, we strive to be a lifelong companion in her journey.”
P.V. Sindhu shared that the campaign resonated with her own life. “What drew me to this campaign with Tanishq is its honest celebration of the modern Telugu woman. The story reminded me of my own journey working hard at what I love, with the support of my family and coaches, and growing stronger every step of the way.”
Akshay Sundher, Director at Lowe Lintas, described the making of the film as a beautiful experience, highlighting the emotional hospital scene, Sindhu’s warmth, and strong teamwork behind the project. The music by Madley Blues forms the soul of the film.
Through this initiative, Tanishq continues its tradition of crafting jewellery that mirrors a woman’s identity, celebrates her milestones, and reflects her cultural pride.
In a world of fast-changing roles and traditions, Tanishq has delivered a campaign that shines not through loud statements, but through quiet, confident storytelling much like the women it celebrates.
