How Buddies Grownup Diapers leveraged social media to unfold consciousness round incontinence

Buddies Grownup Diapers’ newest marketing campaign #GiftAzadi was geared toward creating consciousness about incontinence longside equipping seniors with diapers that may guarantee them some mobility.

The case examine delves into the Buddies Grownup Diapers’ #GiftAzadi marketing campaign conceptualization and execution, additionally gauging it’s influence and outcomes achieved.

Model Introduction  

Nobel Hygiene was established within the 12 months 2000 by Kamal Kumar Johari, with a view to offering Indian customers with world high quality merchandise custom-made in response to Indian physique kind. It creates grownup (Buddies) and child diapers (Teddyy) and the primary sanitary pad (RIO-Heavy Circulate Pads) designed for girls with heavy circulation.

Goal from Social Media

A subject that is still “icky” for many, incontinence impacts over 50 million in India. Shrouded by disgrace, trapped of their properties, the victims of incontinence discover little to no illustration in mainstream media. With the social media, the model hopes to:

  • Create consciousness about it’s merchandise and the way they may also help #GiftAzadi to these caught at house as a result of baarbaar lavatory jaane ka drawback.
  • Educate customers about incontinence, the assorted sorts of diapers out there,  options of diapers, and many others.
  • Create consciousness concerning the difficulties of these affected by incontinence.
  • Create a supportive house for caregivers and others who may also help ease the lives of our elders.
  • Normalise dialog round urinary incontinence by working to deal with prevalent stigma.


Nobel Hygiene launched a nationwide marketing campaign – #GiftAzadi – throughout tv and digital platforms. Urinary continence, symptomised by frequent urination or a weakened bladder, stays an enormous drawback in India. Repeated lavatory visits compel incontinence victims to limit social exercise, trapping them at house, infringing on their dignity and ‘azadi’.

Through #GiftAzadi, Nobel Hygiene invited individuals to ship in images of what the sensation of being trapped represents to them. For each entry acquired, the model will donate a pack of diapers to an previous age house.

Downside Assertion

The marketing campaign has its roots within the pandemic which shut individuals throughout cities and nations of their properties. As crimson zones turned inexperienced, individuals reopened shutters and doorways and ventured again into the world. Nevertheless, for victims of incontinence, this house quarantine by no means ends–typically separating them from mates, household and issues they like to do.

The psychological burden of their situation and the stigma that surrounds it makes issues worse. #GiftAzadi hopes to destigmatize this by creating consciousness about incontinence (urine leakage) alongside equipping seniors with diapers that may guarantee them some mobility and some extra causes to smile.


Footage converse a thousand phrases! The target of the marketing campaign was to unfold consciousness about urinary incontinence by a neighborhood led train.

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Incontinence itself is a difficult matter. One of many largest points was to have sufficient individuals, particularly younger photographers care about this matter as it’s one thing they can not relate to, or select to keep away from. Serving to them relate to being trapped throughout a quarantine, thus, was essential for us.

Second, it was to garner participation from common individuals—and convey that this was not fairly about how technically superior the picture was so long as it gave the suitable message.


The model’s artistic company, The Womb, determined to showcase the battle utilizing photographs of victims—every of them trapped in their very own properties. This brief reel was used to encourage others to share related photographs in change for which we’d donate one diaper per picture to a sufferer of the situation.

The marketing campaign was executed on Twitter, Fb, Instagram, Snapchat, and amplified by search engine marketing, advert phrases, advert placements, and many others.


GiftAzadi acquired a complete of 67 entries that match the given theme. Thus, they had been in a position to donate 67 diapers to beneficiaries within the Rose of Sharon Belief Dwelling, Thane. The winners three finest entries gained thrilling present vouchers price ₹5,000. The original asset on Instagram reached 643,461 individuals and acquired 1,039,015 impressions.

CMO Quotes

Kartik Johari, Vice-President – Advertising & E-commerce, Nobel Hygiene, mentioned, “This pandemic has introduced into sharp focus, simply how claustrophobic it may possibly really feel to be trapped at house. There are lakhs of individuals, nonetheless, who cope with this repression as part of life; and have been doing so for many years. The issue of incontinence (aka, urine leakage) is unfold throughout the nation, shrouded in taboo and silent struggling. Our work has been to constantly spotlight this drawback in order that extra individuals really feel inspired to speak about it with their households and shut ones.

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