Advertising industry publication IMPACT reported on October 1, 2026, that Nobel Hygiene’s Friends Adult Pants had launched the Bharose wali Dosti television campaign in India. Developed by Sideways, it addresses middle-aged women who are hesitant to use an adult diaper for the first time, including doubts about discretion, leakage protection and whether the product fits their age and lifestyle.
The commercial follows a woman preparing to travel with friends. She agrees to try an adult diaper after their suggestion but remains unsure that it will protect her during the journey. The campaign connects reassurance from friends with trust in the product, using Bharose wali Dosti as its tagline.
Nobel Hygiene says its aim is to present adult diapers as a practical aid for travel, socialising and staying active. Sideways describes the creative approach as using a familiar, positive moment to discuss a sensitive subject. The company links the campaign to persistent stigma around adult diapers, even as discussion of urinary incontinence becomes more open.