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<ul><li>Friends Dry Pants' latest ad features Marathi theatre actors and real-life partners - <keyword id="12899952" type="General" weightage="20" keywordseo="Anil-Khopkar" source="Orion">Anil Khopkar</keyword> and <keyword id="12899951" type="General" weightage="20" keywordseo="swaroop-khopkar" source="Orion">Swaroop Khopkar</keyword>.</li><li>The ad is conceptualized and filmed by agency Wavemaker India.</li></ul>Friends Dry Pants - the flagship brand of Nobel Hygiene, specially designed for people suffering from <keyword id="996110" type="General" weightage="50" keywordseo="incontinence" source="Orion">Incontinence</keyword>, today launched a digital film to spread awareness on how the use of <keyword id="1803065" type="General" weightage="20" keywordseo="adult-diapers" source="Orion">adult diapers</keyword> can mean ‘urine leakage se azadi mubarak’. The features an adorable elderly couple essayed by Marathi theatre actors and real-life partners - Anil Khopkar and Swaroop Khopkar. <div type="Youtube" id="G-Zt-EKWwVQ" title="Friends Adult Diapers ke saath cricket season ke liye Pad Up!!" thumbUrl="https://i.ytimg.com/vi/G-Zt-EKWwVQ/mqdefault.jpg"></div> The DVC showcases the cost of incontinence—missing major moments in a match due to the ‘baar baar bathroom jaane ka problem’ and urges users to push stigma and choose dry pants so they don’t miss the little moments that make life worth living. <keyword id="5982986" type="General" weightage="20" keywordseo="kartik-johari" source="Orion">Kartik Johari</keyword>, Vice-President – Marketing &amp; e-commerce, Nobel Hygiene, said, “We have found that consumer truths resonate the most with our audience, and consequently, helps them break the adult diaper taboo at home. Also recently, a primary study we conducted found that it takes anywhere between 9 months and 1.5 years for those facing incontinence to start using adult diapers. For several months, sufferers attempt to 'manage' concerns instead of choosing dry pants because of social stigma. Consequently, we used consumer truths heroed by our female protagonist in this ad showing her as a trendsetter and urging her husband to join the dry pant league! We were helped by the real-life chemistry of Mr and Mrs Khopkar, and we hope to keep making many more such slices of reality for our growing audience.” The age of people with incontinence has decreased to 25- 35 years in the last decade and the number of women is higher in this age bracket primarily because of childbirth. The social stigma continues to create challenges for women and men along with their families who become bound to the same incontinence to help them manage it. Speaking on the campaign, <keyword id="290291" type="General" weightage="20" keywordseo="karthik-nagarajan" source="Orion">Karthik Nagarajan</keyword>, Chief Content Officer, Wavemaker India said, “With this Friends campaign our attempt was to encourage conversations around the category without feeling awkward or embarrassed and show adult diapers as a part of their existing life that they've embraced fully. By showing an elderly couple enjoy their life while accepting their need for an adult diaper was the key to normalizing the conversation”. This new DVC puts the woman in the spotlight instead of having her play a supporting/background role. The woman is thus seen as the cool early adapter who is goading her husband into choosing aazadi, as well. The video was conceptualized and filmed by agency Wavemaker India. Chief Creative Officer: Karthik Nagarajan Creative Director &amp; Script: Deepak Ramesh Head Wavemaker Films: Aarnav Mukherjee Director: Pratik Rajen Kothari

Friends Adult Diapers launches new commercial on managing urine leakage

<ul><li><keyword id="1587762" type="General" weightage="100" keywordseo="center-fresh" source="Orion">Center fresh</keyword> announces its marquee collaboration with <keyword id="55593" type="General" weightage="20" keywordseo="Dharma" source="Orion">Dharma</keyword> 2.0 for a series of two digital films. </li><li>The campaign collaboration has been facilitated by Wavemaker India, with support on creative front from <keyword id="531122" type="General" weightage="20" keywordseo="ogilvy-india" source="Orion">Ogilvy India</keyword>.</li></ul>Center fresh, the leading gum and mint brand from <keyword id="135659" type="General" weightage="20" keywordseo="Perfetti-Van-Melle" source="Orion">Perfetti Van Melle</keyword> is synonymous with its fresh approach to consumer engagement as it is with the brand positioning of ‘fresh breath confidence’. In-line with this approach, Center fresh announces its marquee collaboration with Dharma 2.0 for a series of two digital films. This collaboration brings to fore a unique treatment to digital films by leveraging the strength of a leading production house like Dharma. The campaign collaboration has been facilitated by Wavemaker India, with support on creative front from Ogilvy India. Dharma 2.0, as the name suggests, is the newly minted youth-focused arm of Dharma productions, that will exclusively focus on creating ad films. Having occupied a distinct place in Bollywood history and in the hearts of millions of fans with large scale dramas, mega star blockbusters to quirky, coming-of-age stories, Dharma Productions has made versatility its key USP by staying relevant with the changing times The brand is also known for its rom-com hits on the premise of first move confidence and hence synergizes very well with the brand promise of Center fresh. As part of this collaboration, Center fresh and Dharma 2.0 will release two digital films that will explore the possibilities and nuances of fresh breath confidence but with the Dharma twist. The brand’s proposition of fresh breath confidence will be at the core of the digital films, while the storytelling will have a distinctive Bollywood treatment that’s contemporary, fresh and relatable. This collaboration was announced on social channels by <keyword id="3778" type="General" weightage="20" keywordseo="Karan-Johar" source="Orion">Karan Johar</keyword> himself with an engagaing video, shot in his inimitable style conveying the seamless brand partnership. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> The first digital film titled “Parda” in the series stars Anjali Sivaraman with popular actor &amp; dancer Shantanu Maheshwari in leading roles. In times when faces of people are not fully visible due to mask wearing protocols – how do you test the waters of attraction and initiate a conversation with someone you think you like. This is a prevalent question for our current times and also forms the very crux of the first digital film ‘Parda’. The storyline of this digital film revolves around the morning office-going ritual of two individuals with the female lead keen to break the ice and engage in a conversation with her fellow passenger in the lift. Center fresh mints with its instant fresh breath propostion is portrayed as the enabler of confidence for the lead protagonist. Her confidence backed by fresh breath, helps her eventually break the ice with the co-passenger &amp; bring alive the magic of first meetings in true Dharma style. Punit Malhotra and his team from Dharma 2.0 have been instrumental in the creative ideation of this premise. Commenting on the partnership, Rohit Kapoor - Director Marketing, Perfetti Van Melle, India said, “Pushing the envelope on the creative front with fresh breath confidence at the core is part of Center fresh’s DNA. Over the last few years, we have been putting out digital content across key digital platforms to engage with our core consumers on a medium relevant for them. Our collaboration with Dharma 2.0. is to marry the magic of boy-girl first meetings with the world of Center fresh’s fresh breath confidence and thereby create something unique for our young consumers to enjoy and retain the ‘freshness’ the brand offers.” <div type="Youtube" id="AR5p0H-8LUY" title="Center fresh &amp; Dharma Productions presents 'Parda' feat. Anjali Sivaraman &amp; Shantanu Maheshwari" thumbUrl="https://i.ytimg.com/vi/AR5p0H-8LUY/mqdefault.jpg"></div> Speaking about the film, Karan Johar said, “I am very excited to partner with Center Fresh for this latest intiative. Both Dharma and the brand Center fresh are known for their youth-focused appeal and initiatives and this collaboration further solidifies these very sensibilities. My goal has been to add the extra oomph of the unexpected, to this modern-day rendition of the plot. I look forward to our audience enjoying a little bit of the trademark Dharma moment with Center fresh.” Punit Malhotra – Director Dharma 2.0 says, “Dharma 2.0 intends to bring the same level of aesthetic quality and signature professionalism of the movie production business, and holds a competitive edge over other established players in its space just like Center fresh stands out loud in the confectionery sector. This 25+ years old brand is a flawless match for Dharma 2.0 as its core proposition of Fresh breath confidence is exactly what Dharma production depicts through its romantic movies. We are delighted to be associated with Center fresh, and connecting with the young audience of the brand.” Talking about the campaign, <keyword id="290291" type="General" weightage="20" keywordseo="karthik-nagarajan" source="Orion">Karthik Nagarajan</keyword>, Chief Content Officer, Wavemaker India said, “Center fresh with it’s fresh approach to creative communication has always associated with youth through its innovative campaigns. With this campaign, we have successfully established the connection of two young brands who share the same DNA and are poised to offer fresh content to the youth.” The Center fresh X Dharma 2.0 collaboration will also be amplified through social media promotions and by Karan Johar himself. Brand fans can look forward to the second film under this collaboration early next year.

Center fresh collaborates with Dharma 2.0 to give a new story treatment to 'fresh breath confidence'

<ul><li>Wavemaker's Thrive offers a tailored, strategic approach adapted for the increasingly complex landscape of content creators and platforms of today.</li><li>Thrive ties in the three critical aspects of advocacy – measurement, brand safety and the irrefutable human creativity, into a seamless experience for clients.</li><li>Thrive will focus on increasing the believability of brand storytelling by treating influencers more as customers or talent and not just as media channels. </li></ul>Wavemaker, the media, content and technology agency of <keyword id="177241" type="COMPANY" weightage="20" keywordseo="GroupM">GroupM</keyword>, launches its first ever <keyword id="2540701" type="PERSON" weightage="20" keywordseo="Influencer-marketing">Influencer Marketing</keyword> offering - WM Thrive. Thrive offers a tailored, strategic approach adapted for the increasingly complex landscape of content creators and platforms of today. Thrive ties in the three critical aspects of advocacy – measurement, brand safety and the irrefutable human creativity, into a seamless experience for clients. Thrive focuses on increasing the believability of brand storytelling by treating influencers more as customers or talent and not just as media channels. This makes influencer marketing a non-campaign initiative that actually impacts the purchase journey, versus being just an amplification vehicle. Thrive will bring in data-driven discovery clubbed with measurement by using technology interventions. This will help marketers focus on brand goals rather than worrying only about campaign results. Thrive is an entire suite of services from Wavemaker that is powered by GroupM’s INCA platform. Thrive also integrates the best that Wavemaker partner ecosystem has to offer both in terms of talent management as well as technology. Speaking on the launch of its first-ever advocacy product, <keyword id="290291" type="PERSON" weightage="20" keywordseo="Karthik-Nagarajan">Karthik Nagarajan</keyword>, Chief Content Officer, <keyword id="5968693" type="LOCATION" weightage="20" keywordseo="wavemaker-india">Wavemaker India</keyword> said, “Over the last few years, influencer marketing has become so commoditized that we have shifted our focus from what it was originally meant for – impacting purchase decisions. Given the leadership position of Wavemaker, it was our responsibility to demystify and declutter this space for our clients and help them move to an impactful, measurable and brand safe environment. With Thrive, we have done just that, by creating a data-driven system that matches influencers with the core values of the brand and also treats them as talent as against media channels.” This platform will help brands unlock the true potential of content by touching multiple moments of a consumer’s journey, where the right content can become the right point of influence, when it comes to building perceptions and making choices.

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Friends Adult Diapers launches new commercial on managing urine leakage

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Center fresh collaborates with Dharma 2.0 to give a new story treatment to 'fresh breath confidence'

BI India Partner

Wavemaker India launches its Influencer Marketing offering, WM Thrive

BI India Partner

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