For years, Mother’s Day has dominated the advertising landscape, awash in sentiment, storytelling, and sales. It's the glittering showstopper of the parental celebration circuit, with brands going all out to honour moms. But quietly, steadily, Father’s Day is stepping out of the emotional shadows. And this year, it’s clear: brands are finally tuning into the quieter strength, the subtle comedy, and the deep emotional core of dads across India. From belly laughs to misty eyes, Father’s Day campaigns are finding their own unique, powerful tone, and we’re here for it.
Take Prega News, a brand synonymous with the first signs of motherhood, which turned the lens to the often-invisible emotional journey of expectant fathers. Their campaign, featuring comedian Aashish Solanki, was more than a quirky social experiment. By strapping on a pregnancy belly and attempting a day in the life of a pregnant woman, Solanki humorously stumbled through everyday challenges, only for the narrative to pivot poignantly when his pregnant wife arrives. The film ends not in punchlines, but in a subtle celebration of shared parenthood, where fathers aren’t just bystanders, they’re quiet warriors, walking the journey in tandem.
"We wanted to create something meaningful for Father’s Day that goes beyond conventional celebration. While mothers visibly undergo physical changes, fathers too are deeply impacted. They quietly take on the weight of responsibility, make financial and lifestyle adjustments, and become pillars of support during one of the most important phases of parenthood. From late-night food runs to planning future savings, from providing emotional comfort to making career compromises, fathers contribute in ways that are less seen but deeply felt," says Joy Chatterjee; Vice President - Sales and Marketing Head, Consumer Business Unit; Mankind Pharma.
Joy further highlights that the company's aim was to connect with expectant parents, especially first-time fathers who are silently navigating these changes.
Meanwhile, Atlys choose to bypass the misty-eyed route altogether and dive straight into the realm of ‘dadisms.’ Their film hilariously highlighted one near-universal dad trait: the obsessive urge to arrive three hours early to absolutely everything. Whether it’s a family function or a flight, the campaign leaned into this endearing quirk, reminding us that while dads may struggle to say ‘I love you,’ they’ll show it by being at the gate before the crew arrives.
"Most Father’s Day campaigns tug at the heartstrings. We decided to pull at the funny bone instead! Our campaign doesn’t try to cover the whole Dad-verse. It zooms in on one universal dad trait - Their inexplicable, unstoppable urge to arrive 3 hours before any flight, appointment or family function. We wanted to create a film that makes viewers exclaim, ‘Yeah, totally! That's exactly what my dad does!’ Because dads might struggle to say ‘I love you,’ but they’ll show up 45 minutes early to prove it!" says, Santosh Hegde, Head of Marketing, Atlys.
Himalaya Wellness Company, on the other hand, composed a tender visual symphony with their ‘I Love You Appa’ campaign. Set to a soulful Kannada track, the film traced the evolving relationship between a father and daughter from infancy to adulthood. It was a masterclass in visual storytelling, using everyday parenting rituals—massage, bath time, playful care—as gentle anchors. With #GentleAsDad, Himalaya redefined fatherhood not as stoic or distant, but as nurturing, present, and full of understated affection.
"Most emotional campaigns tend to focus on a single moment of love or nostalgia. Our campaign, built around the soulful Kannada song ‘I Love You Appa’, takes a deeper, more layered approach. It traces a father-daughter relationship across decades—from babyhood to adulthood—through the lens of everyday care moments. What sets it apart is how we’ve integrated real-life parenting rituals (applying baby Massage Oil, Lotion & cream, bathing, playful cleanups) with our product story, using a music-driven visual narrative that feels personal yet universally relatable," highlights Chakravarthi N V, Director – BabyCare, Himalaya Wellness Company.
And then there was Medusa, the bold beer brand that went off the beaten path, into a daughter’s bedroom. Their campaign began with a secret: a young woman enjoying a clandestine drink, only to hide the evidence when Mom comes calling. As tension builds, the surprise twist lands with a smile, the father has already removed the cans, covering for his daughter with a simple, powerful line: ‘Baap baap hi hota hai.’ It was a cheeky salute to the unsung, often silent ways dads stand up for their kids, even when they don’t say a word.
Gaurav Sehgal, Vice President of Marketing, Medusa, states, "This Father's Day, we chose to spotlight the quiet, often unspoken bond shared between parents and children, moving away from stereotypical portrayals. What stood out was how many viewers saw their own stories in the campaign. We received responses from people saying, ‘This has happened to me,’ or ‘This reminds me of my dad.’ That kind of reaction showed us the message had landed. The goal was to show how fathers support their children in ways that are not always obvious or spoken. This allowed the campaign to leave an impression without using emotional language."
For The Bear House, a Bangalore-based men’s apparel label, the message was sartorial and emotional. Their campaign revolved around something deceptively simple, a hug. Highlighting how rare, yet powerful, a father’s embrace can be, the brand reminded audiences that sometimes, love doesn’t need grand gestures. A single hug from Dad can undo years of distance and wrap you in a moment that lingers.
“Instead of the idea of only gifting, we are talking about a problem with the best solution of a hug. In many Indian homes, especially between fathers and sons, physical affection is often rare or awkward. Placing the hug at the centre of this narrative helps us address a quiet emotional gap that exists in many families. It’s not just about showing emotion—it’s about encouraging emotional expression in action. The early response has been encouraging. Through influencer collaborations and creator-led content, we’ve seen strong traction and real engagement across platforms," explains, Harsh Somaiya, Co-Founder, The Bear House.
Canara HSBC took the gloves off and got real about fear. Through their digital film they showed the narrative of “Papa ko bhi darr lagta hai”. Dads do get scared. But they show up anyway, every time, without fail. The film didn’t shy away from vulnerability; it embraced it, and in doing so, painted a more complete, more honest picture of fatherhood.
“A father’s true strength lies in the quiet, often unseen moments. Rather than grand gestures, our narrative shines a light on the small, instinctive acts of care that frequently go unnoticed- like soothing a child’s late-night fears or stepping in to shield them from sudden harm. We wanted to celebrate that unspoken strength, showing that fathers’ feel fear and uncertainty just like everyone else, but they push through it for their family. We have subtly integrated our life insurance app at the film's end, reinforcing that securing the future is an extension of these daily acts of care. The initial response has been positive, sparking heartfelt conversations and resonating deeply with viewers who see their own families and their own fathers in the film,” adds Rishi Mathur, Chief Distribution Officer, Alternate Channels and Chief Marketing Officer, Canara HSBC Life Insurance.
SBI General Insurance brought their signature blend of humor and heart, turning the age-old paternal ‘No’ into a powerful motif. Through a series of generational snapshots, the campaign explored how that small word has always carried big love, from protecting toddlers from trouble to denying teenagers the keys, always with care at its core. And in a moving finale, the same father who said ‘No’ for decades finally says ‘Yes’, to health insurance, to trust, to the future.
And then came Shemaroo Entertainment, delivering a poetic tribute to silent fatherly love. Their film unfolds on a rainy day, mother, father, and daughter sharing one umbrella. As space runs short, the father steps out, letting himself get soaked while keeping his family dry. The rain becomes a metaphor for life’s trials; the umbrella, his protective love. No words are exchanged, and none are needed.
“Most Father’s Day campaigns focus on the evolving role of fathers, something that is more of an urban phenomenon and resonates primarily with today’s generation. With #UnderHisUmbrella we took a more timeless approach that’s relatable across demographics and geographies. We wanted to highlight how fathers quietly sacrifice their own happiness for their families, often without being recognised. We deliberately chose to tell the story from a place of emotional realism, to make it more universal and deeply relatable. By anchoring the story in real-life scenarios and familiar visuals, we’re not just celebrating a day, we’re inviting people to pause and truly acknowledge the role of fathers in shaping emotional security within families,” says Anuja Trivedi - Chief Marketing Officer, Shemaroo Entertainment Limited.
Together, these campaigns form a collective revelation: Father’s Day is no longer just a supporting act to Mother’s Day. It’s emerging as a standalone canvas for creativity, empathy, and connection. From laughter to legacy, these brands are painting fatherhood in all its nuanced hues, one punchline, one product, one powerful film at a time.
