An ode to the superheroes – Brands’ celebrate Father’s Day

The times have changed drastically when Father’s Day used to be celebrated without much of a buzz, brands in today’s era ensure that the superheroes of our lives are properly celebrated. This Father’s Day too, various brands jumped into the bandwagon by celebrating the occasion by trying to emotionally connect with their audience.

 The wishes by brands have ranged from straightforward communication by some to communication with focus on Dad-daughter duos and single dads.

  • SBI Life Insurance – The brand has been celebrating father’s ever since its #Papahaina communication which was launched in 2015. This year the brand came up with a unique concept conceptualized by WATConsult, named as ‘Papa Formula’. The microsite opened by the brand allowed them to select personality traits that defined them as a father. This data was then used to make a personalized musical video in downloadable format.


  • Amazon – Amazon’s emotional ad show why dads are everyone’s superheroes. The video shows the life of a dad through various stages in their kids’ life, right from changing diapers, teaching their children to ride the bicycle to a dad chasing his kid with an umbrella to stop him from getting drenched. The campaign was named #Deliverthelove.


  • Thomas Cook – The digital video campaign by Thomas Cook was named #Cricketdatewithdad and was conceptualized and created by Law & Kenneth Saatchi & Saatchi. Cricket being a emotional tie between the members of a family, especially in India, the ad shows how watching a cricket match was more than just TV and chilling, it was a call for unadulterated emotional connect.


  • Exide Life Insurance – Starring MS Dhoni, the ad shows the importance of spending quality time with their kids. The message of the ad is “a beautiful future are the best gifts a dad can give his child”.


Many brands have taken a very strong stand with their communication for Father’s Day. A statistic showed that this Father’s Day a whopping $16 billion dollars have been spent by people in terms of shopping, a slight jump from $15.3 billion dollars in the year 2018.




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