Adult diaper brand, Friends, has come up with an ad which encourages youth to befriend senior citizens. The four-minute-long video, which is directed by ThoughtPot Studios, will feature film and TV actor, Alok Nath.
In the video, Nath is introduced as a 68-year-old 'youngster' who is reciting a poem on an open-mic platform. Initially, the audience is unwilling to hear his story, but gradually Nath wins them over.
Speaking about the campaign, Kartik Johari, vice-president, marketing and commerce, Nobel Hygiene, says in a press note, "Our Senior Citizens might perhaps be the most ignored resource in our country. We tend to discount them and their value in our daily lives. Their age should not be a reason for them to compromise on their dreams, nor does it mean that we cannot have a fruitful, engaging relationship with them. Very often, small problems act as a catalyst and bring about profound changes in peoples' lives; problems like incontinence. Thus, through this video, we hoped to encourage youngsters to extend a listening ear to the seniors in their lives. We also hope to remind seniors that it is never too late to give up on their own aspirations! If we can create even 100 such moments and enrich a few lives, we'll consider our goal to be achieved!"