In this episode of Advertising Is Dead, Varun is joined by Kartik Johari, VP – Marketing & Commerce - Friends, Nobel Hygiene. Kartik has been championing elder care comfort and raising awareness about incontinence for the last decade and has managed to create a successful brand-Friends (adult diapers) in the elder-care market that is known for its quality and consistency. With this complete made-in-India product, the young marketing head aims to raise the bar and add dignity and equality for senior citizens, In this episode, they talk about opportunities in the absorbent market space, the challenges of branding a product like 'Friends', stories from market research, Mental diet, and much more. Check out Nobel Hygiene & Friends on their website.Find Kartik on Instagram | Twitter | Linkedin)You can follow Varun Duggirala on Twitter at: https://twitter.com/varunduggi and on Instagram at https://instagram.com/varunduggiFind full videos on the AiD YouTube ChannelThe show is available across platforms:Spotify | Apple Podcasts | Google Podcasts | JioSaavn | Gaana | Amazon MusicYou can listen to this show and other awesome shows on the new and improved IVM Podcast App on Android: https://ivm.today/androidor iOS: https://ivm.today/iosDo follow IVM Podcasts on social media.We are @IVMPodcasts on Facebook, Twitter, & Instagram.See omnystudio.com/listener for privacy information.