MAM

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=lwqWvviX

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/2019/12/16/vmate.jpg?itok=eGWexLlk
VMateFilmistan campaign concludes with 7.8 lakh winning participants

MUMBAI: VMate, the trending short video platform concluded its #VMateFilmistan campaign with huge success. Similar to VMate’s Diwali campaign, this campaign also saw a lucky user winning a car as bumper prize. With gifts and rewards raining for everyone, another 5 lucky users won a smart TV each...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/16/spotify.jpg?itok=i8hj4KRc
Spotify launches year-end marketing campaign 'Well Played India'

MUMBAI: Nearly 10 days ago, Spotify announced the local version of its very popular, global Wrapped campaign, where app users across countries could see the top artists, tracks, albums, and more that they listened to on the platform. To amplify the impact of this consumer engaging campaign, Spotify...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/16/all.jpg?itok=5CaoBfzl
What agencies find lacking in a brand’s communication brief

Some may say that advertising is dead while some may refute the claim. However, what definitely is not dead is the agency-client relationship, which is built of sour-and-sweet tractions and successes. Anyone would agree that there have been as many unsuccessful campaigns as there have been...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/13/rainshine.jpg?itok=IVhrr6hO
Rainshine launches two new shows on Audible Suno, an Amazon Company

MUMABI: Rainshine Entertainment, a leading entertainment company that creates diverse and iconic content for Indian and global audiences, announced a strategic expansion into the digital audio space through podcasts. The company set the wheels in motion with the launch of two new podcasts on...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/13/anushree.jpg?itok=hCQCsl2h
Gemius Design Studio wins creative, digital mandate for 'The Secret Ingredient'

MUMBAI- Gemius Design Studio- 360 Degree marketing and branding agency won a creative digital mandate for 100 per cent natural and organic beauty brand ‘The Secret Ingredient.’ The mandate includes building brand awareness and strengthening the brand's market presence by highlighting its existing...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/13/hooq.jpg?itok=w3sauCqh
HOOQ announces new partnerships at Asia TV Forum 2019

MUMBAI: HOOQ, Southeast Asia’s leading on-demand service announced a series of partnerships at Asia TV Forum 2019 held in Singapore last week, further cementing its position as the entertainment platform built in Asia, for Asia. HOOQ is partnering with Outdoor Channel, Mediacorp, TechStorm and ONE...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/13/sanjay..jpg?itok=v6b9EPkr
UFO Moviez reinforces cinema advertising offering

UFO Moviez, India’s largest digital cinema distribution network and in-cinema advertising platform with 3600+ screens across 1200+ cities, has unveiled a new brand identity, which is intended to explicitly represent the company’s core business offering i.e. cinema advertising and add value to its...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/13/asian.jpg?itok=s_uEH4i0
Asian Paints Presents Fibre Ulla Ultima Protek: NEW TVC - Josettan's Classroom

Homes in Kerala tell a story of tradition, beauty and magnificence, clearly the most important asset for people of Kerala and to keep it beautiful they need the best. Vagaries of weather in Kerala expose the houses to two of the biggest problems in Exterior that is Villal (crack) and Paayal (algae...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/13/Myntra.jpg?itok=Q5MNVT_e
Myntra Launches Luxury Fashion brand, Pernia's POP-UP SHOP ahead of the wedding season

Mumbai: Myntra announces the launch of ‘Pernia’s POP-UP SHOP’, the luxury fashion store for men and women offering exclusive designer merchandise from leading names in the world of fashion. With this association, Myntra will now offer a range of designer wear for women from over 25 leading Indian...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories