Brands go high on sentiments for Father's Day campaigns
Brands are increasingly tapping into occasion-based marketing opportunities, and Father’s Day has turned up as the perfect occasion to celebrate the special bond people have with their fathers. From construction companies to travel companies, jewellery brands, airlines, etc. – all have come up with emotionally-charged campaigns that recognise the important role that fathers play in the family as a confidante, moral guide and protector.
Over the years, occasions celebrating relationships – be it Valentine’s Day, Mother’s Day, Father’s Day, Teacher’s Day, even Grandparent’s Day and Daughter’s Day – have been explored as major occasions for gifting and outings. Consumer spendings have been witnessing a spike during these days year-on-year.
Adgully presents the Father’s Day campaigns that have stood out amid the plethora of campaigns released this year around the world:
As part of this campaign, Truebil released a short movie which revolves around Sharmaji, a doting father who loves his family a lot, and his two children. The video shows how Sharmaji is a little biased when it comes to them. While he pampers and shows one of his sons off before all his friends and his extended list of Facebook acquaintances, he scolds and disciplines his son Montu, refusing to even accept his friend request! But of course, Sharmaji loves Montu a lot too, and ensures that he does not feel left out from all the shenanigans that Sharmaji and the other son are always up to. And it is then revealed that the second son was no one else but his beloved car! The video thus celebrated the wonderful trait that each father has, when it comes to treating something dear to them as their own child.
Bajaj Allianz Life #UnMissableMeeting
Conceptualised in-house by D1 Creative, this year’s Father’s Day campaign has been on air since the 9th of June.
The digital campaign from Amazon for Father’s Day on June 16th 2019 features a digital video and social media campaign. The creative approach for the video is hinged on authenticity, and shot entirely like a home video. The narrative is overlaid by a soft, hummable track that will resonate with everyone and linger on long after the video has ended.
Dalmia Cement- #Ghareksandook
This ad campaign invites the audience to reflect on how their house plays a role in nurturing bonds and subtly brings out the time-tested strength of ‘cemented’ memories being personified and nurtured through the house. Playing on the strength of cement, the film wants to drive a sense of security and durability for a product category that is usually seen as commodified.
Thomas Cook- #CricketDateWithDad
This digital video campaign #CricketDateWithDad by Thomas Cook leverages this significant trend close on the heels of Father’s Day and in sync with the on-going ICC Cricket World Cup.
Kotak Life- ##HarSapnaHaiKhaas
Kotak Mahindra Life Insurance Company Limited (Kotak Life) recently unveiled its new digital campaign #HarSapnaHaiKhaas to celebrate Father’s Day. It stems from the insight that children tend to be impressionable when it comes to their future - from astronauts to wizards to scientists to superheroes; their aspirations keep changing as they grow.
The GoAir Ad focuses on the innocence of a Kid who makes a wish to a shooting star which in reality is the GoAir Flight and asks for his father to come home soon.
McDonalds Philipines- Love Kita, Pa
The ad pays a tribute towards fathers all around the world by portraying memories of all the times our papas carried us and shares a message of how grateful we should be for having them in our lives, The TVC also features a beautiful song called “Your Universe”.
Tanishq- Rivaah Brides
This Emotional TVC portrays the pure relationship that a father and daughter share. It’s a beautifully narrated film that shows the father speaking about his feelings about his daughter that is to be married.
Vodafone - #LookUp
The TVC Speaks about how this generation has drifted apart from the values and sentiments of understanding what spending real time with family means and that is what Vodafone has tried to address in this film this Father’s Day.
Kwentong Jollibee- #MyFirstLove
Kwentong Jollibee celebrates Father’s Day Special by releasing new Ad campaign #MyFirstLove to the first man who made us feel special and loved. The Ad has been fantastically filmed keeping in mind the emotional aspect of the audience.
Yuvaa- Dear Papa, I Love You
The video, that features digital stars in actors Rajat Barmecha, Prit Kamani, rapper SlowCheeta (Chaitnya Sharma), dancer Kartik (MJ5) and writers Iresh Gupta & Divyanshu Malhotra, addresses the toxic idea of ‘Mardaangi’ (Masculinity) that is taught to boys in India, most often by their own fathers, who were told the same, growing up.
Future Generali India Life Insurance- #
Burger King- #KingOfGrill
CEAT – Father’s Day #SafetyHeroTales