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Google, Raymond, BankBazaar roll out Father's Day special campaigns

21-June-2016
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Google, Raymond, BankBazaar roll out Father's Day special campaigns

Father’s Day is a special occasion for brands to connect with their audiences in a unique way. This time too, we saw an increase in brands across categories leveraging their association with Father’s Day.

Other than the usual selfie contests and the numerous hashtags trending on social media, brands this year experimented by broaching unconventional topics like ‘single moms’ or ‘safety of their child’. The film made for Google garnered more than 1 million views capturing the beautiful relationship of a son and his father. Helpchat on the other hand, made an attempt to highlight the pain which one goes through when something happens to our loved ones.

Below are few examples of brands which chose to tread a different path to celebrate Father’s Day:

Google

For this special day, Google launched a six-minute long film titled ‘The Hero-A Bollywood story’. It is a story of a father and son on a journey to rediscover dreams - Bollywood style - with Google Search by their side. Conceptualised by Lowe Lintas, the focus of the film was on cinema, from a product perspective.

Commenting on the film, which has gone viral in just few days, Arun Iyer, Chief Creative officer, Lowe Lintas says, “With a nation that’s crazy about cinema, thousands of people land up in Mumbai every day to be part of this magical world. But very few get to live their dreams. This film was inspired by those lost dreams and new journeys. The story was created around the product that takes you on an emotional journey.”

Click here to view the ad:

Raymond

On the occasion of Father’s Day, Raymond took a different route from the rest of the brands and released an emotional video saluting the spirit of ‘single mothers’. The short film showcased the mother-son bond and has been conceptualised by Famous Innovations.

Helpchat

It’s only human to feel the pain when something happens to our loved ones. That pain, at whatever age, is much deeper than any suffering we have been through. This father’s day, Helpchat brought alive this insight to ask its users to ride safely. The film conceptualised by Ogilvy & Mather shows the apathy of a youngster towards his own safety. A complete turnaround takes place when his father risks his own life to make the point. Thus the gift by the father turned out to be the biggest gift by the son.

Click here to view the ad:

IndiaMART:

To celebrate the occasion of Father’s Day, IndiaMART launched their digital campaign #CarryTheLegacy which has been conceptualised by Bang InThe Middle. The short video is a reflection of successive generations carrying on their father’s legacy and inheriting the responsibilities of their business from the head of the Family.

Click here to view the ad:

BankBazaar.com

The financial market place, BankBazaar.com released their first digital campaign ‘ThankYouDad’, an ode to fathers as the first port of call in a person’s financial decision making. The campaign is a tribute to all fathers who, with their advice and example, have instilled the habit of financial planning and savings in their children.

The campaign is based on the insight that fathers are our first mentors in financial planning. From the very first time we thought about saving to the first time we filed our taxes, fathers have been there to lead us through the complex financial maze. The brand, with this campaign, intends to strike a chord with the online generation in the age group of 25-40.

Click here to view the ad:

SBI Life

SBI Life bought out the basic concept of father protecting his child from the uncertainties of life. For this occasion, SBI Life set up an augmented realty space in malls. The anchor invited Father - son/daughter visiting the mall to engage in virtual games. It was a 40 - 50 second game, in which, the child was shown images of his future aspirations such as education from esteemed university or an aspiring job. In between the opportunities, the child was also exposed to certain risks like inflation, job loss, critical illness, sudden death etc. These roadblocks overshadowed the child’s inspirational goals. At this point the fathers masked the role of a warrior and braved all the risks to protect their children. The 40 sec virtual treat clearly bought out the brands messaging of planning, security and protection.

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