MUMBAI: Adult incontinence is considered a taboo across India and the topic is brushed under the carpet and ignored like it doesn’t exist. To address the issue, Friends Adults Diapers has launched the country’s first ever campaign for the category, bringing the spotlight on the subject, in a unique light-hearted manner that’s bound to resonate with people across the country.

With the campaign, Friends Adults Diapers aims is to blow the lid off the issue and show how liberating life can be again for a senior who is homebound due to incontinence; how one product can bring about a life-altering change in the lives of our elders and how accepting the problem and its solution can leave them with happiness and freedom in the last leg of their lives.

Nobel Hygiene VP marketing Kartik Johari says, “We are proud to launch the first ever campaign in this category which essentially aims to highlight one’s life after the use of adult diapers. Rather than painting a grim picture of the problem, we wanted our campaign to bring to light the joy and liberation a senior can experience after figuring out the solution.”

In India, 24 per cent of people undergo stress due to adult incontinence. This one problem has multiple causes, such as general ageing, paralysis, diabetes, and cancer. It can also lead to depression in seniors, as they tend to become more sedentary.

“There are many issues that are plaguing society yet remain unspoken. With this campaign, we hope to bring adult incontinence into mainstream conversation giving it the attention that it needs; so that lakhs of seniors do not suffer needlessly within their own homes”, adds Kartik.