MAM

Flipkart launches digital campaign on new-age #PenguinDad

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/03/12/flipkart.jpg?itok=9HIZuxpn

MUMBAI: According to a report from Psychology Today ?Fathers and Their Impact on Children's Well-Being?, children who have an involved father right from their birth are more likely to be emotionally secure, confident about exploring their surroundings, and, as they grow older, better social connections.

Indian society, since centuries, has had stringent gender roles when it comes to parenting - keeping the mother as the nurturer, the caretaker and the time-spender while the father has been the provider and the bread-winner. While patriarchs may simply state the ?time is money? adage to develop the rhetoric of ?since I make the money, why do I need to give the time??, this isn?t how a child sees it. What?s also unfortunate is that generations of fathers have subliminally considered it unnecessary, and themselves incapable, of having an involved, intimate everyday relationship with their children.

It has been proven beyond doubt that an everyday, involved relationship between the father and the child goes a long way in everything - from character building and social connections to emotional resilience for the child. Millions of young, new-born Indian fathers today are making this come alive by supporting their spouses and making that ?idealistic? parenting equation a reality. Through this, they are discovering a side to themselves that they never knew existed and ushering a change in the Indian social fabric.

For such a relationship to flourish, these dads choose to do it all for their children - right from braiding their hair and changing their diapers to singing them lullabies and finding a work-life balance to spend more time with them, every day. And it?s this cause of Progressive Dads that Flipkart has chosen to celebrate in its latest 360-degree brand campaign: #PenguinDad.

Flipkart vice president of marketing Shoumyan Biswas says, ?Indians today are breaking old moulds, challenging stereotypes and breaking limiting beliefs to move forward as a nation. In the last 10 years, we at Flipkart have also been part of the movement to build a progressive India. In this journey, walking alongside progressive moms are today?s dads and our recent campaign is a celebration of these new age #PenguinDads.?

The male emperor penguin, interestingly, is considered one of the ?best dads? in the animal kingdom. The penguin child, actually is one of the few species on earth, that is raised equally by both mother and father, who take turns going into the sea to catch fish so that one is always with the child. Flipkart?s campaign takes a leaf out of the habits to recognise fathers in their own little human world, who?ve kick-started their journey as a #PenguinDad. 

The campaign, conceptualised by Dentsu Webchutney, was launched with a musical directed by national award-winning director Ashwiny Iyer Tiwari. It is set to be followed up by multiple digital first initiatives to champion the community of ?Penguin Dads? even further.

Dentsu Webchutney senior creative director PG Aditiya adds, "As society evolves and becomes more progressive, dads will play a more crucial role. This, to me, is a film that celebrates those who choose to label themselves as a 'parent' before labelling themselves as a ?dad' and the power of that change in mindset can change society and nation at large.?

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/19/Anurag_Gupta.jpg?itok=JcYPg-BQ
Columbus India wins social media mandate for Peppa Pig, PJ Masks

Columbus India, the data-driven digital marketing agency from Dentsu Aegis Network, has been appointed as the social media agency for Peppa Pig and PJ Masks, popular animated television series for kids produced by Entertainment One. The account was won following a direct pitch and will be handled...

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/19/MAN.jpg?itok=C_UxY3oy
Soon to be erstwhile, Philips Lighting launches IoT platform in India

After dilution of its stake to less than majority by Royal Philips in Philips Lighting, the latter lost its Philips moniker to be renamed as Signify. This change is set to happen in the India subsidiary also, starting 1 January 2019 – the start of Philips group companies financial year. However,...

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/18/avon_0.jpg?itok=WY30-Y5m
Avon partners Bajaj Electricals Pinkathon 2018

Extending its support to the cause of breast cancer awareness, women’s beauty brand Avon has tied up with Bajaj Electricals Pinkathon 2018 - presented by Colors. The women-only marathon aims to highlight the same issue.

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/18/SIHASN---Campaign.jpg?itok=KHy-yzVc
Sihasn launches 'We CARRY our culture in our own way' campaign

Luxury premium furniture brand Sihasn has launched its latest campaign “We carry our culture in our own way”. Through this campaign, Sihasan aims to showcase and promote Indian culture.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/18/havas.jpg?itok=g7Hz02ok
Havas Gurgaon appoints Manas Lahiri as GM

Havas Group India has announced the appointment of Manas Lahiri as general manager of Havas Gurgaon.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/18/Zee_Business.jpg?itok=xM4XE9l-
Zee Business Strengthens Programming, launches campaign to take CNBC Awaaz head on

Emerged as a reigning player in the business news genre, ZEE Business has shown remarkable growth in recent times. The avg market share of the channel grew from an avg of 23% in Q4 17-18 to over 35% in Q3 18-19. The channel has been extremely aggressive in relooking at its programming as well as...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/17/ciubeswire.jpg?itok=-2ZLnf6z
iCubesWire bags digital mandate for Singer India

iCubesWire has bagged the digital mandate of Singer India Ltd, one of the leading manufacturers and sellers of sewing machines and home appliances.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/17/zapr.jpg?itok=cJvu1Ql7
Star India invests into Zapr Media Labs

According to a report by Brand Equity, media company Star India has made investment of Rs 55 crore in media-tech start-up Zapr Media Labs.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/17/dentsu.jpg?itok=bBFd0S7K
Dentsu Webchutney with UN Women launch #DrawALine campaign

Dentsu Webchutney, the digital agency from Dentsu Aegis Network, has announced its partnership with UN Women with its new campaign #DrawALine.

MAM Media and Advertising Digital Agencies

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories