Instamart has released a new digital campaign ahead of Father’s Day, focusing on the long-standing relationship many Indian fathers have with their wallets.
Titled “Papa Ka Batua Ya Batue Ka Papa?”, the campaign is centred around a short film that reflects on how fathers often treat their wallets as repositories of various items collected over the years. Narrated from the perspective of a teenage son, the film presents the wallet as a near-constant fixture in the household, eventually shifting the focus from “dad’s wallet” to “wallet’s dad”.
The film includes references to common wallet contents such as metro cards, old notes, and business cards of astrologers, while notably lacking room for the son’s request for party money. It ends with the son choosing to buy his father a new wallet via Instamart, delivered within ten minutes.
The campaign promotes Instamart’s Father’s Day offerings under the tagline: “Papa ki puraani sampatti chhurwao, apne daddy wapas pao”. These ‘Daddy Deals’ aim to encourage users to gift their fathers everyday essentials like wallets, belts, and razors.
Mayur Hola, Head of Brand, said, “Instamart has always believed in creating quick moments of joy, whether it’s a midnight snack, a forgotten gift, or a last-minute rescue. With our Father’s Day campaign, we wanted to capture that funny-sweet dynamic between fathers and kids, and how something as small as a new wallet can become a gesture of love. Daddy Deals is our way of saying, in just 10 minutes, you can give your dad a break from the baggage of his past quite literally.”
The campaign is currently live on social media platforms.
Campaign link here
