On June 16, 2024, the world celebrated Father’s Day, honouring the ‘superhero’ dads who shape our lives. As always, brands joined in with thoughtful campaigns and posts. This year, however, they truly shined with uniquely creative messaging, blending quirky humour and nostalgic charm to pay tribute to fathers everywhere.
These ad films and social media posts honour the sacrifices fathers make for their families and the subtle, unspoken ways they show their love. This year, brands have gone the extra mile, not only expressing heartfelt gratitude to dads but also offering sincere apologies for any misunderstandings. Through these heartfelt messages, brands aim to remind everyone of the significant impact fathers have on their lives.
Here are a few Father’s Day campaigns by different brands this year:
1. Bombay Shaving Company
Bombay Shaving Company marked Father’s Day with a bold and candid digital campaign titled “Sorry Dad”.
This year, the brand delves into the reality of an often-overlooked importance of Father’s Day, through interesting content and honest conversations with dads. Bombay Shaving Company urged everyone in a quirky and reflective manner to recognise and appreciate fathers, emphasising the importance of ensuring they receive the recognition they truly deserve this year.
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2. Amazon Prime Video
Prime Video launched a fun video to celebrate International Father’s Day. In a tongue-in-cheek manner, the film brings to life one of the most common habits of dads across India – falling asleep in front of the TV. The ad film has been written and conceptualised by Bare Bones Collective.
In the film, Shaan, through his magical lullaby, reaches out to every type of dad, from the middle-aged, overworked father, the exhausted new, millennial dad, to the elderly grandfather, each one wanting to nap but not wanting to miss out on family time when watching Prime Video. Only the men can see and hear Shaan, and his soothing lullaby consisting of their favourite shows and characters from Prime Video, eventually leads to a tug of war between the need to sleep and the need to watch the next scene with family.
3. JK Paper
JK Paper unveiled its heartwarming initiative just in time for Father’s Day. This year, JK Paper spearheaded the #LetterToMySuperDad campaign, reaching out to over 30,000 students across 25 cities in India.
This initiative aims to foster a deep sense of gratitude and build emotional connect between children and their fathers.
The #LetterToMySuperDad campaign encouraged students to express their love and appreciation for their fathers through the art of handwritten letters. By reviving the timeless tradition of letter writing, this initiative seeks to underscore the invaluable importance of personal and heartfelt communication.
4. Gritzo
Gritzo Father’s Day campaign captures the essence of a father-daughter relationship, encouraging viewers to take a moment to appreciate their fathers. It breaks stereotypes that are often associated with fathers and presents a portrait of a modern-day father who is expressive, caring, nurturing and someone that a daughter can rely on at all times in her life.
The film opens with a young girl engrossed in her office work. As she picks up her phone, she notices several missed calls from her dad. This moment of realisation brings her back to her childhood memories represented by a princess crown sitting in her room. Scenes from her childhood flash by, showing her ‘Superdad’ taking care of her when she falls sick, supporting her during exam preparations and being the happiest person in the world when she is met with success. She recalls how her father has always been her pillar of strength, celebrating her smallest victories and appreciating her mistakes. Throughout her life, she has always been a ‘Champ’ daughter to her dad.
But as time passed, we see in the film that her priorities had shifted and somewhere she missed having that connection with her father. The film reaches its emotional peak as the father, heartbroken from his unanswered calls and is pacified by his wife. Just then, he is surprised by his daughter’s arrival. He is elated when he sees her as they embrace each other in a hug. She then places her childhood tiara on his head and hugs him, rekindling the bond they shared with each other.
5. Zepto
Zepto rolled out its Father’s Day campaign featuring a touching video film, capturing the essence of fatherhood, highlighting the unique bond between fathers and their children.
The video aims to evoke emotions and encourage people to express their love and appreciation for their dads with #JustSayIt.
6. SMART Bazaar
In celebration of Father’s Day, SMART Bazaar released a new ad film, #KarmSePita, which has been conceptualised by FCB Kinnect. This heartfelt tribute explores the often unspoken, tender side of fatherhood, highlighting the emotional impact a father’s love and values have on his children.
Fatherhood is frequently portrayed as a role of provision and leadership. However, the quieter aspects—the unwavering dedication, silent sacrifices, and boundless love—are what truly form a deep bond between a father and his child. #KarmSePita delicately captures these moments, showcasing the profound connection.
The film eloquently illustrates that a father’s love intertwines with the values he instils, the lessons he imparts, and the affection he generously gives, even if he has to go above and beyond.
7. Manforce
Condom Brand Manforce Condoms has launched a new campaign titled ‘Coolest Daddy’ to commemorate Father’s Day.
The brand’s Father’s Day campaign introduces a unique approach to celebrating the occasion, aiming to strengthen the bond between fathers and sons in an unconventional manner. This campaign is an extension of the year-long ‘condom nahi Manforce bolo’ initiative.
The video captures a light-hearted conversation between a father and his son about the discovery of a condom pack in the son’s pocket. This video sparked a friendly discussion about condoms, aimed at breaking down barriers between parents and their children.
8. Hyundai
Hyundai’s Father’s Day campaign honours the steadfast support and commitment for fathers towards their children. The ad features different instances where fathers prioritise their children, whether by cheering them on or providing comfort in difficult moments, underscoring their pivotal role in shaping their children’s lives.
9. Unstop
On Father’s Day, Unstop honoured fathers nationwide for their invaluable guidance, launching an enhanced FAQ section titled “Fathers Answering Questions.”
Unstop has unveiled a Father’s Day post, featuring a series of everyday life questions for fathers to answer. These questions cover a variety of topics, such as seeking permission for outings with friends and choosing the most suitable investment or insurance plans. Dads respond to these queries in their own individual styles, adding a personal touch to the occasion.
Unstop has released a brief video capturing the perspectives of its employees’ fathers on their work roles. The video features candid interviews where fathers were asked, “What do you think I do at work?” The responses are heartfelt and authentic.
10. Samsung Galaxy
It’s a universal truth that not all dads are great at expressing their feelings. But there are many ways dads show their love without saying the three magical words. So, this Father’s Day, Cheil India rolled out a heart-warming film for Samsung Galaxy A55 and A35 5G that celebrates all the awesome dads in a really special way.
The film revolves around a simple insight that dads are still carrying around their wallets, even though the latest Galaxy A phones are packed with the revolutionary Samsung Wallet, that conveniently stores all your essentials – be it credit cards, ID cards, tickets and more. So, the company asked the dads why and the answers will melt your heart!
11. Tanishq
Conceptualised by Talented.Agency, Tanishq on the occasion of Father’s Day in a rather modern and unconventional way celebrated the bonding and relationship between a father and a daughter that emerges when the father is open to hearing her daughter out and take strides when it comes to conversing with his daughter in the most friendly way.
The campaign opens up with the daughter questioning her father on why the house’s nameplate would have just his name when she along with her mother and brother not only reside but make the house their home. The father at once understands the depth of her daughter’s words and makes the change quite readily.
Further, as time progressed, the campaign showcases how the daughter grows to be questioning her father whenever he said something which we today call the societal stigma like daughters helping their mothers in the kitchen when the guests arrive or even the daughter discussing her upcoming date with her father or the father taking the daughter’s stand when the society raised fingers on her returning late from office parties in the simplest yet heart-touching ways.
Hence, with this campaign, Tanishq paid an ode to fathers written by daughters—learning, evolving and nurturing each other and to daughters who profoundly impact their fathers.
12. MediBuddy
Conceptualised and produced by MediBuddy’s in-house creative team, MediBuddy’s 1 minute 18 seconds long campaign film for Father’s Day titled #DadsKnowItAll pays a heartfelt tribute to fathers and their lifelong devotion to building a better future for their children. It also encourages children to return that selfless care by prioritising their fathers’ health and wellbeing.
Fathers frequently strike a balance between discipline and love, putting their children’s future ahead of their own needs. As they age, it’s crucial for them to receive healthy boosts to stay strong and vigorous. Recognising this, MediBuddy’s campaign emphasises the importance of integrating proactive healthcare for fathers, in their everyday lives, ensuring they remain healthy and happy.
The campaign narrative beautifully captures how a father’s tough love, unwavering discipline, and sacrifices shape his children’s personalities and futures. Fathers have always ensured we received timely care as children, from routine check-ups to immunisations, safeguarding our health was their top priority. However, as years pass, roles often reverse – prompting children to become the pillars of support for their ageing parents. The campaign further urges the viewers to honour their fathers by taking proactive steps in their healthcare.
13. Portronics India
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14. Swiggy
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15. PayU
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16. APL Apollo
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17. Club Mahindra
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18. Oxemberg
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19. Prega News
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20. Dalmia Cement
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