Liberty Adult Diaper aims to revolutionise perception of ageing

Adbhoot has launched a campaign for Liberty Adult Diaper, with the goal of redefining the notion of ageing and empowering adults to live life to the fullest.

The campaign aims to dispel the prevailing stereotypes of helplessness associated with elderly individuals, showcasing their desire for vitality and celebrating their freedom.

The core insight of the campaign designed for Liberty Adult Diaper revolves around the universal aspiration of adult individuals to retain their youthful spirit, mobility, and zest for life. Recognising this need, Liberty Adult Pant offers the solution, granting users the freedom to engage in activities, go out, and celebrate life unencumbered.

Adbhoot partnered with actor Anang Desai for the campaign.

"We wanted to break free from the traditional portrayal of elderly individuals as helpless and bring forth a more empowering narrative," said Vaibhav Pandit, Founder and Creative Director at Adbhoot. "Our campaign emphasizes the essence of life, energy, and vitality that resides within every adult, irrespective of their age. Liberty Adult Diaper enables them to live life on their own terms and rediscover the joy of being young at heart."

Chirag Pan, MD and CEO, PAN Healthcare, said, “At PAN Health, we believe in enabling individuals to lead lives of freedom and dignity, regardless of their age. The partnership with ADbhoot for this campaign reflects our commitment to challenging stereotypes and empowering adults to embrace life to the fullest. Liberty Adult Diaper provides the freedom and confidence to pursue their passions and celebrate every moment. We are excited to launch this dynamic campaign and invite everyone to join us in redefining the perception of aging.”

“Creating this campaign for Liberty Adult Diaper has been a rewarding experience for our team at ADbhoot.” said Monika Dharankar, Business and Content Head at Adbhoot. “The collaboration with PAN Health allowed us to bring forth a message of empowerment and freedom, highlighting how Liberty Adult Diaper enables individuals to embrace their independence with confidence. We are proud to have played a role in crafting a campaign that celebrates the energy and vitality of every individual, regardless of age.”

The campaign will be amplified through various TV channels, Digital platforms, and OOH.

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