Mumbai, August 26, 2025 – Friends Adult Diaper, India’s leading adult diaper brand from Nobel Hygiene, partnered with Goodfellows, a companionship company founded by Shantanu Naidu, Niki Thakur & Gargi Sandu that combats loneliness among senior citizens by pairing them with young companions, or “Good Fellows,” who act as friends and provide support with daily tasks, to host Reunion 2025, a heartwarming celebration dedicated for Senior Citizens Day at MIG Cricket Club in Bandra, Mumbai.
The event brought together over 100 senior citizens and 150 Goodfellows (companionship volunteers), for an afternoon of music, laughter, and meaningful interactions. With activities ranging from a perfume-making workshop to karaoke, the highlight was Punch the Stigma, an engaging activity by Friends designed to symbolically break stereotypes around aging. Participants smashed through boxes labelled with stigmas such as loneliness, incontinence, and loss of independence, sparking candid conversations and reinforcing the message of dignity and inclusion. Adding a touch of wonder, the Friends team also performed a light-hearted “magic trick,” using water to demonstrate the powerful absorbency of adult diapers, breaking myths while keeping the atmosphere fun and relatable.
Speaking about the initiative, Kartik Johari, Chief Marketing & Growth Officer at Friends Adult Diaper (Nobel Hygiene), said, “At Friends, we have always believed in conversations that matter; conversations that restore dignity, break taboos, and empower senior citizens to live with confidence. Partnering with Goodfellows allows us to take this vision beyond products and into meaningful experiences that remind our elders they are valued, respected, and never alone.”
Seniors watched with amazement as simple water vanished into the product, eager to understand how the absorbent material, Super Absorbent Polymer (SAP), instantly locked the liquid into gel. They were equally impressed by its ability to hold multiple rounds of fluid with ease, making the demonstration both educational and reassuring. The sense of wonder it created helped participants see firsthand that the product they rely on is not only effective but also dependable in real-life situations.
The collaboration also underlined a growing recognition of senior citizens as an integral part of community life. By moving beyond traditional product-focused engagement to experiences that are interactive, celebratory, and stigma-breaking, Friends is championing a narrative where elderly care is linked to empowerment, respect, and joy.
The event exemplified how collective efforts can challenge stereotypes, foster inclusion, and bring generations closer. By combining the ethos of care and companionship, Friends and Goodfellows continue to pave the way for a society where senior citizens feel empowered and embraced.
