FRIENDS Adult Dry Pants celebrates ‘Azadi Mubarak’ with #DryPantsPehnoBaharNiklo

August 18, 2021


Friends Dry Pants - the flagship brand of Nobel Hygiene, specially designed for people suffering from Incontinence, celebrates the day with renewed zest with its freedom campaign “Azadi Mubarak”. The national campaign will be seen across television and digital platforms along with unique on-ground activation. With Azadi Mubarak as their campaign tone and brand promise, they aim to destigmatize the category by creating awareness about incontinence (urine leakage) and A weak bladder is the largest cause of depression after weight concerns and childbirth (postpartum).

This year the campaign is being brought alive for consumers via a weeklong pan India on-ground campaign starting from 13th August. The #DryPantsPehnoBaharNiklo. Activity will be implemented across all states with 700 sales representatives who will wear the Dry pants for the workday. The field sales force will do their rounds during market visits for the entire Independence Day week wearing Adult Dry Pants to educate the users on how this can liberate them and to raise awareness about the seamless comfort it provides even for an active lifestyle.  

Our Azadi Mubarak TV commercial shows the protagonist riding away enjoying the true feeling of being Azad. Motorcycles resemble ultimate freedom. Carrying forward the same emotion we have decided to gift Royal Enfield Bullets to our business partners who meet achieve a certain business number in the August month.

The campaign will continue to focus on educating people about the problems faced when one goes through Incontinence and recommend an easy solution that is within everyone’s reach. Friends Dry Pants is an effective way to manage incontinence and the product is engineered for both men and women.

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  • OngroundOnground Activation- Azaadi Mubarak
  • OngroundOnground Activation- Azaadi Mubarak
  • OngroundOnground Activation- Azaadi Mubarak


The campaign will be launched on the brand’s digital channels this week and will hit television screens on 15 August 2020 across GEC channels ( Sony, Sony Max, Zee TV,  Zee Cinema, Start Gold) , regional channels ( Zee Marathi, Zee Kanadda, Zee Telgu, Zee Gujarati, Zee Bangalam Cineman, KTV, Star Suvarna, Mazhavil Manorama(v), Star Vijay, ) along with select news channels ( Republic TV, ABP Majha, Zee News , TV9, Asianet News, Manorama News ).

Friends Dry Pants is specially designed for the Indian Body type. It is built with high absorption layers and can handle more than 1 litre of liquid which can give up to 8 hrs of protection. The anti-bacterial property, odour lock, and quick-dry layers, maintains a dry feel to the skin and its cotton-like softness means no rashes. It is also indiscernible under normal Indian attire for men and women.

Watch the campaign here:

YouTube -

TV Ad (20 seconds) :


About Nobel Hygiene 

Nobel Hygiene, the largest manufacturer of hygiene products in India, was established in the year 2000 by Mr. Kamal Kumar Johari, with a view to provide Indian consumers with global quality products customized according to Indian body type. Today, it is the undisputed leader in the adult diaper category and the only Indian manufacturer of both, adult (Friends) and baby diapers (Teddyy) and the first sanitary pad (RIO-Heavy Flow Pads) designed for women with heavy flow. Nobel Hygiene’s range of products are available on both offline and online platforms. Currently, they produce around 75 million diapers per month for both adults and babies.  

Nobel Hygiene 

Aug 18, 2021

Last year we got an overwhelming response on the launch this campaign, so this year we decided to scale it up this year and re-enforce the message. The Azadi Mubarak campaign will continue to address the issue and create awareness about incontinence while expressing solidarity with the target audience. For us, this is the culmination of physical and mental freedom that the product brings. Our entire workforce believes and knows the efficacy of our product and brand promise. All of them wanted to join in on the campaign. I am also looking forward to participating in it!

Kartik Johari, Vice-President – Marketing & e-commerce, Nobel Hygiene

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