MAM
Report on Shemaroo

Flipkart launches digital campaign on new-age #PenguinDad

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/03/12/flipkart.jpg?itok=QbD-FO-4

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

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/11/photogrid_plus_1620730888936.jpg?itok=SVwhEYsj
Marriott on Wheels brings ‘Good Food = Good Mood’ to your homes

Mumbai: Mood and food have always had an intrinsic relationship. Food is a universal catalyst dictating our attitudes and emotions – from Monday Blues to Throwback Thursdays, our cravings keep our moods alive. Inspired by this thought, Marriott International has created a digital campaign ‘Good...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/11/photogrid_plus_1620723661454.jpg?itok=CRB1T4NS
Health & wellness platform cure.fit rebrands as cult.fit

KOLKATA: Health and wellness platform cure.fit has undergone a rebranding and will henceforth be known as cult.fit. The rebranding will be effective from 11 May and will be reflected across all channels, including its app and social media accounts. Over the past few years, cult.fit has become a...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/11/photogrid_plus_1620723522720.jpg?itok=daCjWncN
Telco gear maker HFCL posts PAT of Rs 84.67 crore in Q4

NEW DELHI: Homegrown telecom gear maker HFCL reported net profit of Rs 86.47-crore for the quarter ended 31 March 2021, a 1.6 per cent increase over the previous quarter's Rs 85.11 crores. In its earnings reports, the company mentioned it will continue to focus on next-generation and 5G portfolios...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/11/photogrid_plus_1620721988070.jpg?itok=H3UXZ5kr
PayTM pledges 100 oxygen concentrators, one oxygen plant for Covid relief

KERALA: Indian e-wallet and fintech company PayTM has pledged to donate 100 concentrators and one oxygen plant for Covid relief efforts in Gujarat. The donations were made to the Corona Sewa Yagna initiative spearheaded by Gujarat governor Acharya Devvrat.  PayTM has donated oxygen concentrators to...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/11/photogrid_plus_1620716582719.jpg?itok=qWI6hjXE
CoinSwitch Kuber assigns digital mandate to HiveMinds

MUMBAI: Hiveminds Innovative Market Solutions has been appointed by cryptocurrency investment platform CoinSwitch Kuber as its digital agency. The account will be handled by the HiveMinds team based out of Bengaluru.

MAM Media and Advertising Account
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/11/photogrid_plus_1620715513648.jpg?itok=f7nD0UBE
Starcom onboards Niti Kumar as chief operating officer

NEW DELHI: Media agency Starcom has strengthened its leadership team with the appointment of Niti Kumar as chief operating officer. She will be responsible for client deliverables, revenue growth, and new business development across the agency’s offices. Kumar will report to Starcom India CEO Rathi...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/11/sudhir_sitapati.jpg?itok=5c5mB4rc
Sudhir Sitapati moves on from HUL, to be replaced by Srinandan Sundaram

NEW DELHI: Hindustan Unilever (HUL) executive director foods and refreshment Sudhir Sitapati is moving on from the FMCG major. He will be replaced by Srinandan Sundaram, currently executive director - customer development. The appointment will be effective 1 July 2021. Sitapati is leaving the...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/11/augmented_reality.jpg?itok=F7Dw4fFF
How AR, VR is reshaping the world of advertising and marketing

KERALA: From wall paintings and posters to highly advanced digital medium tools, the world of marketing and advertising has undergone groundbreaking transformation over the years. And now, with the internet at customers' fingertips, marketers are making use of advanced technologies like virtual...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/10/photogrid_plus_1620646451370.jpg?itok=qm3hZ37J
BridgeLabz onboards Ravichandran Ashwin as brand ambassador

NEW DELHI: Tech employability incubator BridgeLabz has roped in cricketer Ravichandran Ashwin as its new brand ambassador. Ashwin will represent BridgeLabz in various capacities.

MAM Marketing Brands

Sign up for our Newsletter

subscribe for latest stories

* indicates required