Instamart brings twist to 2025 Father’s Day celebration with ‘Daddy Deals’

Instamart’s new campaign puts a twist on the phrase ‘papa ka batua’, flipping it to ‘batue ka papa’ to highlight the bond between dads and their old wallets

by e4m Staff
Published: Jun 13, 2025 1:32 PM | 2 min read

For many Indian dads, a wallet isn’t just a place to stash cash; it is a museum of memories. This Father’s Day, Instamart brings a fresh take on dad’s old companion with a campaign. Through its Father’s Day digital film, Instamart shows how children have grown up watching their dads treasure their overstuffed wallets, so much so that the wallet becomes a character in the family.

Narrated from the point of view of a witty teenage son, the film cleverly flips the idea of “papa ka batua” to “batue ka papa,” showcasing how dad has become emotionally (and literally) inseparable from his old wallet. The film culminates in a sweet Father’s Day twist, where the son finally orders a brand-new wallet for his dad from Instamart, delivered within 10 minutes. With the quirky promise, “Papa ki puraani sampatti chhurwao, apne daddy wapas pao”, Instamart’s ‘Daddy Deals’ make it easier (and fun) to reclaim the dad you knew before he became a custodian of expired IDs.

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Speaking about the campaign, 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.”