This Sunday on Father’s Day, June 21, numerous brands hopped on to the Father’s Day bandwagon to encash the opportunity to engage with their consumers. A noticeable trend this year, however, was that they chose to interact with their audiences mainly through the digital platform. From online contests, to launching emotional videos, every brand made an attempt to dish out something unique, yet harping on that fact that how every Dad has made some or the other sacrifice in their lives, just to bring a smile on their child’s face.
Let’s take a look at some of Indian brands which took opportunity of the event to engage with their consumers and salute the spirit of fatherhood.
SBI Life Insurance:
To mark the special day, Insurance giant SBI Life Insurance came out with an emotional video sung by Neeti Mohan, where she is featured along with her dad. The video highlighted the father-daughter bond and spoke about “your child may outgrow your lap, but will never outgrow your heart’. The song was well received by the audience on social media, with more than 6 lakh views on YouTube, has garnered more than 5 million impressions and more than 2,000 conversations on Twitter, which led to it trending nationally within 3 days of the launch.
Through the ‘Papa Hain Na’ campaign, audience was encouraged to participate by sharing their treasured moments with their Dad using the hashtag #PapaHainNa. The contest has received over 100 entries. The selected entries have featured in the video created using content received during the campaign and has been launched on SBI Life Facebook page on Father’s Day.
Several Bollywood celebrities appreciated and shared the video on their Twitter. Here is an excerpt of the conversations:
On the occasion of Fathers’ Day, Amazon released a video #MakeDadSmile which showed how a dad starts his day by looking at his daughter who is sleeping. In the middle of his busy schedule, it is the smile of his daughter that motivates him and keeps him going. It is because of this smile, which urges him to come home to his daughter every day. Other than the video, there was a Twitter contest, where one had to recreate dad’s favourite moment, using the hashtag #MakeDadSmile and stand a chance to win an OnePlusOne phone and gift cards.
The hair dye brand released a two and a half minute long video titled #MyFirstHero taking the viewers through a range of things, only dads can do. The video conceptualised by Creativeland Asia strikes an emotional chord with the viewers instantly. It ends with the text, ‘Fathers are our First Heroes. And Heroes never age. Godrej Expert Hair colours. Keeping your first Hero young.’ The brand also ran a Twitter contest with the help of influencers. On YouTube, the video has garnered more than 8 lakh views.
Vicks has released a video which tells men to hug their dads, the man who made them the man, with the hashtag #HugYourDad. It shows that hugging and closeness gets very limited, when kids grow up and all they do is handshake. But the brand urges men not to be afraid and hug their dads this Father’s Day. The video released on June 8th has got more than 4 million views till now.
Motorola India invited people to share their lyrics and participate in the #MotoDadTunes contest to make a cut to the India’s very first crowd sourced Father’s Day song which had a live webcast on June 21. The winner also got a chance to win a Moto E4G
On this special day, Google paid tribute to all fathers through its doodle which showed father’s in various species looking after their children. From penguins to foxes to homo-sapiens, the beautiful relationship has been highlighted through the green coloured doodle.
Kotak Mahindra Bank:
The bank invited people to share their favourite, most endearing ‘Dad Taunt’ via Dubmash video using the hashtag #DadNeKahan and win cool rewards.
ICICI Bank launched a video where they asked people to describe their dad in just 3 words. Also on Twitter, there was a contest running #DadWouldSay, where the bank gave them a set of 6 questions and asked people to say what their dad would say in these situations to win a special gift for their dad.