Road to APPIES APAC 2022: It’s Okay To Pee In Your Pants – The Womb’s 2nd Gold winner at APAC Effies 2021

it's okay to pee in your pants
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The Womb struck gold once again at this year’s APAC Effies Awards with yet another disruptive campaign called “It’s Okay To Pee In Your Pants”.

Campaign Background

73 years ago, the word ‘aazadi’ meant the successful overturn of British rule. As the years and decades passed on, the word meant different things to different people.

For some, it was ‘aazadi’ from archaic laws while for others, it was the freedom from License Raj and the country’s push towards economic prosperity.

Whatever it may be, once you experience it, you will never want to go back.

Friends Dry Pants – the flagship brand of Nobel Hygiene too has launched a campaign to achieve a certain ‘aazadi’.

It is from Incontinence (urine leakage). For a large number of people, this condition is not just a health hazard but a place of embarrassment.

After weight concerns and childbirth (postpartum), a weak bladder is the largest cause of depression.

The stigma attached to it forces people to shut themselves from loved ones, quite jobs, and even change cities. It is nothing but a harrowing experience.

In what is perhaps the first direct to call communication for incontinence, the brand aims to throw a spotlight on the issue encouraging the audience to not shy away from the subject or bottle up their experiences. But instead, take control of the situation.

Campaign Synopsis

In the minute-long ad made by The Womb, we’re shown a picture where a group of friends are ready to go on a drive but one of them refuses to come because, “…I have to visit the bathroom frequently.” That’s when he’s informed about FRIENDS Adult Dry Pads and how his friend is wearing them as well because he too suffered from the same condition.

For Friends Adult Dry Pants too, the company spent many hours researching with people suffering from incontinence.

Explaining the research findings Kartik Johari, Vice-President (Marketing & e-commerce), Nobel Hygiene, said, “The 2 most common words in most articulations were “trapped” and “jailed”. People get trapped inside the houses and rationalize their life around this condition. The families become enablers, because of the exalted role of elders, their reluctance to address the problem, and general taboo.”

Kawal Shoor, founding partner, The Womb said, “There are many issues that we had to juggle with for this campaign. The first was ‘incontinence’ – not too many people know the meaning of the word. As we got deeper into the issue we realized that many suffer from an uncontrollable urge to pee, some even pee without realizing it, across men and women, but keep this a closet problem as, especially for men, they believe it reflects a loss of masculinity and control.”

“So the category is filled with silent sufferers. The other issue was – what this category is about – adult diapers didn’t help in alleviating shame. So right from refocusing the brand on ‘dry pants’ to ‘normalising’ the problem, to a clear promise, this was an exercise in distillation of strategy to extreme simplicity. We’re excited to bring this solution to the silent sufferers, and hopefully a strong brand will get built in doing that”, added Kawal.

Source: afaqs!

appies asia pacific

APPIES Asia Pacific 2022 will be hosted by Malaysia!

APPIES Asia Pacific is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

Despite hosting this event virtually due to the ongoing battle against COVID-19, this is the only event in the region where Live Presentations meets Live Judging.

Similar to TED Talks, APPIES is the chance for great presenters with outstanding work to show it off to some of the region’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 10 categories, and 7 special Best of Best categories (red trophies) that require no submissions!

For more details visit


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