On the occasion of Father’s Day, several brands came up with ad campaigns which aimed to strike the right chord with the consumers in terms of their relationships with their fathers.
There were some campaigns which truly gripped the audience’s attention based on their sentimental storylines. These campaigns have been not just been conceptualised by ad agencies, but also in-house brand teams.
Here is a list of ad campaigns which caught BuzzInContent.com’s attention:
Bharat Matrimony
Conceptualised by Wondrlab India, the ad campaign titled- “Dear dads, This is for all the tears of joy & sorrow we have made you shed” is a daughter’s apology to her father on Father’s Day. It is inspired by the insight that while fathers want their daughters to marry, they find it hard to see their little girls go away.
The campaign documents shots of emotionally overwhelmed fathers during ‘bidaai’, a ritual where brides prepare to move in with their new family after bidding their parents a farewell.
While some fathers put on a brave face to hide their tears, others are shown wearing a proud, teary-eyed smile. The video ends with an ‘apology’ from BharatMatrimony for finding daughters their perfect partners and, thus, being responsible for this bitter-sweet separation.
Dove Men+Care
On Father’s Day 2023, Dove Men+Care has come up with an ad campaign titled- #ManEnoughToCare, which defies social stereotypes of masculinity and redefines what it means to be a dad in the world today. Conceptualised by Ogilvy, the ad campaign encourages young men in the country to embrace their emotional side and evolve beyond traditional definitions of masculinity.
In the campaign film, Dove Men+Care paints a beautiful antithesis of societal expectations of gender norms against multiple instances capturing the essence of care, support and playfulness. As opposed to using shoulders to lift weights, the film features a father using his strong arms to support his child in a swimming pool - beautifully capturing a heart-warming moment. The viewer is taken on a journey through similar touching scenes where the term kick-starting is used metaphorically to illustrate the father helping his son ace his first tricycle ride and getting one’s hands dirty referenced to indulging in a head massage and painting together.
The video concludes with a father dropping his daughter home to safety before getting back to work late at night - underlining the multifaceted nature of new-age fathers, creating meaningful experiences, and recognising their unwavering devotion. The depiction serves as a testament to the evolving role of fathers - celebrating their nurturing spirit and the profound impact they have on their child’s well-being.
The end slate features Dove Men+Care thanking fathers for being #ManEnoughToCare with the final scene capturing a moving instance - a father and son standing side by side, displaying striking similarities which highlight the invaluable role that dads play in nurturing their kids and making them compassionate, caring individuals of tomorrow.
Tata Tigor
Conceptualised by FCB Ulka, Tata Tigor’s Father’s Day ad campaign- “The Special First Drive” captures the essence of fatherhood while highlighting the comfort and safety features that define Tata Tigor, with the core objective being a reinforcement of the core values of safety and security which resonate deeply with fathers and the sedan, alike.
The campaign's film showcases the tender moments of the first drive, where a father takes the newly born child home and this particular first drive then becomes a powerful symbol of the life that a father envisions for his child- one filled with safety, comfort, and luxury.
Ashok Leyland
Conceptualised by Schbang, Ashok Leyland’s Father’s Day Film- “Here's to celebrating Fatherhood” is a tale of passion, care, and the incredible dreams of a Father, which centers around the question- What was the best moment of your life?
The responses of each father to the questions herein resonated deeply with the greatest joy in their lives being the moment when their children came into their world. They, then, go on to share their dreams and hopes for their beloved children, illustrating their ambitious desires for them—to explore, adapt, contribute to the environment, serve the nation, and more.
The fathers are then asked to introduce their children, and with immense pride, they
unveil their brainchildren—the innovative creations they have nurtured within Ashok
Leyland, which symbolise that strength, reliability, and innovation, are not just vehicles to these fathers but they are their children.
This portrayal of the harmonious blend of passion and care as these fathers pour their hearts and souls into their work at Ashok Leyland, is a showcasing of their unwavering commitment to building exceptional trucks echoes their dreams of leaving a lasting legacy and making a meaningful difference in the world.
ICICI Prudential Mutual Fund
This Father’s Day, ICICI Prudential Mutual Fund, through its ad campaign, titled- “Papa Ki Suno Investment Bhi Chuno”, urges audiences to learn from one’s first Investment Guru to not just save but also invest right.
Like a mother, a father too wears many hats for their children- he is the first teacher and guide into the world of finance as typically, dads are responsible and are accountable for all the financial wisdom of the family. From childhood, kids are coached on financial intelligence by fathers, without ever formally making the kid aware of the financial discipline being inculcated.
In the world where Gen Zs today have a plethora of choices when it comes to making investment decisions owing to an access to a variety of mutual funds, allowing them to invest across a variety of asset classes like equity, debt, commodities etc. through a single fund or
through individual funds as per the needs of the portfolio and financial goals, the ad campaign is a satire on how a father is disappointed with his son’s lack of investing habits.
Godrej Group
On the occasion of Father’s Day, Godrej Group announced its new campaign, titled- “#PerfectforDadRecipe”, which celebrates the inclusivity in new-age parenting while highlighting a father’s invaluable contributions in the kitchen, breaking biases and challenging stereotypes associated with parenting role.
The ad campaign, conceptualised by Godrej Group’s Team and Creative Land Asia, also showcases an exclusive Father’s Day dish- ‘The Misunderstood Dad Platter’ which aims to address the often-overlooked role of fathers in nurturing their children and creating a loving home environment and urges consumers to look beyond traditional gender roles.
Spykar
On the occasion of Father’s Day, Spykar came out with an ad campaign titled- “JEANuineThankYou” which aims to recognise the remarkable sacrifices and unwavering support of fathers while forging a deeper emotional connection with its customers.
Fathers, often unsung heroes, rarely receive the credit they deserve for their relentless dedication and love. Understanding this, “JEANuineThankYou” selected six Spykar customers to participate in a truly touching initiative. These individuals were invited to express their heartfelt emotions about their fathers through personalised pre-recorded messages, allowing them to convey sentiments that often go unspoken in day-to-day life.
On D-Day, a surprise awaited the respective customers as well as their fathers at the store wherein the pre-recorded messages on the question -"One quality that you would want to inherit from your Father?" was to be played. This question also aligned with Spykar's broader campaign theme of Timeless Genes.
Poonawalla Fincorp (erstwhile Magma Fincorp), a Cyrus Poonawalla group company, launched a Father’s Day special campaign ‘Boman ki Pyaari’ as an ode to the spirit of fatherhood. The campaign features TV personality Cyrus Broacha in the lead and portrays the often-unnoticed sacrifices made by fathers for their children.
Released on the company’s digital channels, the film underscores the endearing relationship of fatherhood by bringing alive relatable moments that make a father-child relationship memorable. It showcases the journey of a young guy into adulthood and fatherhood.
Witnessing the daughter's struggle in sustaining her cupcake business, the father, portrayed by Broacha, selflessly decides to sell his cherished car to support her venture. However, upon discovering her father's deep attachment to the car, the daughter seeks an alternative solution.
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