Ad Campaigns
Friends Adult Diapers celebrates 25 years of providing freedom and comfort with their ‘Azadi Mubarak’ initiative
Mumbai – Friends Adult Diapers has announced the launch of their annual “Azadi Week celebrations” in conjunction with their Silver Jubilee anniversary. This year marks a significant milestone as the incontinence products category creator celebrates 25 years of commitment to providing comfort, protection, and freedom to its users in India and abroad.
The brand has indeed come a long way from its founder being turned away by chemists on stocking visits in 1999 to now being available 1 lakh chemists and two lakh general stores across the country.
Friends is celebrating its silver jubilee anniversary with a mega MRP slash offer on its highest selling products. The campaign hopes to battle two of the biggest barriers to the usage of adult diapers—stigma against incontinence, and a common perception that adult diapers are very expensive. “Thus, to mark our 25th Year we are taking stigma head on by proudly wearing, showing, and talking about diapers, as always. And to make the product more accessible to several more millions, we have nearly halved the prices,” said Kartik Johari, Vice President of Marketing and Commerce at Friend’s parent company Nobel Hygiene.
Celebrations coincide with the brand’s 4th annual Azadi Week, a testament to their 25-year commitment to destigmatising adult diapers in India. During Azadi Week, alongside regular campaigns on mainstream media, Friends’ 800+ member, pan-India, sales team engages in a series of awareness and educational activities such as bike rallies, free diabetes-testing camps, hospital and old-age home visits, etc. Every member of the Friends Diaper sales team also wears the diaper themselves as they go about their day, pulling up the corner of their shirt to proudly reveal this product to customers and retailers. This year, the 100+ members of Friends’ head office also joined the celebrations, sporting diapers to work on Diaper Day, 7 Aug.
According to the last official number, urinary incontinence, or the involuntary and uncontrolled leakage of urine, affects over 5 crore Indians due to conditions such as diabetes, prostate issues, menopause, ageing, neurological disorders, obesity, etc. In a conversation over call, the brand shared horror stories of elders who often stop going to work, or even leaving their homes out of fear of not being able to make it to the toilet on time.
As Friends Diapers celebrates 25 years of leadership in the market, the brand remains a seminal voice for elders and elder care in India, where the current senior population is set to double by 2050.
“It is our hope that more citizens, and the government, will join us in making sure that every day is a day of azadi for those suffering from incontinence. It is only united effort that can bring change,” said Kamal Kumar Johari, Managing Director and Founder, Friends Adult Diapers managing director & founder Kamal Kumar Johari.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
