Brands tap the emotional connect this Father’s Day

Marketers and industry heads share the insight and strategy behind campaigns conceptualised around Father’s Day

by Shweta Raaj Singh
Published - Jun 15, 2019 8:48 AM Updated: Jun 15, 2019 8:48 AM
Father's Day

As the world celebrates Father’s Day tomorrow, it is time for brands to make the most of the emotional connect and draw the attention of consumers with innovative and effective campaigns.

We explored marketing strategies followed by brands and marketers in this digital age to tap consumers on this occasion. 

For Barun Prabhakar, Marketing Head, Liberty Shoes, storytelling with an emotional touch is the best method. “This Father’s Day, we have come up with an initiative which will help us connect and rebuild the lost bond between a father and a child. We are so busy growing up that we often tend to forget that our parents are growing old too and that a father should be showered with all the love that he gave us as kids. The line “Kyunki Unka Aaram Hamari Zimmedari Hai” says it all.

Sharing the marketing strategy, Prabhakar said, “To convey such emotional and routed topics, storytelling is the best way, and when you chose to go for content, you find that the digital world is flooded with so much content coming up every hour. In such a scenario, you have to be unique, raw and pure. In our film, we tried to show the emotional thread of a father, with a product category connect. The film #EveryDayIsFathersDay picked up brilliantly.” Since the campaign was conceptualized in-house, no agency was involved and the spends were limited too, he said.

Joining the bandwagon and tapping on to the opportunity is Dalmia Cement which released a heart-warming campaign #Ghareksandook. 

Neeraj Sancheti, CEO and Co-founder of Kreativ Street, shares his two-cents on the importance of brands using an emotional connect. "Cement is a low involvement category making it difficult for a brand to regularly engage with their audience. This makes 'moment marketing' extremely critical. With this film for Dalmia Cement, we have tried to connect with the audience at an emotional level while taking a creative leap involving three generations in the same storyline. This plays well with the overall promise of the brand of connecting bonds." Talking about the marketing strategy, Sancheti said the campaign has been promoted across all major digital channels in the key markets of Dalmia Cement. 

According to industry experts, brands and new-age marketers know the pulse of their consumers and taking the emotional route is best to build affinity. Pranshu Sikka, CEO, and Founder, The Pivotals, says, “New-age marketers don’t miss out on any opportunity to include a brand connect in their campaigns, and what better occasion than Mother’s Day or Father’s Day. The fact that people rely on emotions rather than information to make purchase decisions is being used by brands to develop an emotional connect with their target audience. Most ads that go viral are the ones which have relied heavily on emotional content. This wasn’t the case earlier, though, when brands were more used to humour and sarcasm.”

Sharing more insights, Sikka said, “As the world became more digitized, brands developed emotional awareness as they realised happy, sad or motivational ads lead to increased sharing and engagement of content. Additionally, with digitization, all kinds of brands have jumped into the fray of capitalizing important events or occasions. Small retailers search for keywords related to the event and place their product ads in the Father’s Day category. As for the larger brands, with the power of advertising they create entire ad campaigns around these special days and customize products to suit the demands of their audience.”

Gifting platform Woohoo.in has introduced cricket-themed gift cards for all the cricket-crazy fathers across the country. They have also launched a contest #KitniBaarKahaaHai. “What is that advice your dad keeps giving you that you know is good for you, but you keep ignoring”, asks the campaign. 

Pratap TP, Co-Founder and CMO, Qwikcilver Solutions (parent company of Woohoo.in) says: “We intend to explore this never-expressed relationship between kids and their father. We are encouraging Woohoo.in fans to confess instances when they ignored those pearls of wisdom despite knowing that they are for their own good. This confession is a fitting tribute to their father on Father’s day.”  

The company has been promoting the contest across all social channels - Facebook, Twitter and Instagram - to engage with fans and followers. When asked about sales growth, Pratap said, “We expect two to three times YoY sales growth during this occasion.” 

Exide Life Insurance took their brand message of “Lamba saath, bharose ki baat” a step forward and expressed in a personal way the message of how a beautiful future are the best gifts a father can give his child. Exide Life Insurance came up with few campaign videos to showcase a father’s relationship with his daughter and his sense of responsibility towards her.

Mohit Goel, Director- Marketing, Digital and Direct Channel, Exide Life Insurance, said, “The relationship between a father and child is a life-long partnership of trust. Our brand promise ‘Lamba saath, bharose ki baat’ is most relevant in these lifelong relationships. To dial up our brand message on Father’s Day, we launched our video featuring our Brand Ambassador Mahendra Singh Dhoni. We tapped into the story of when he became a father and experienced emotions over the birth of his child. Our three video campaigns show a new avatar of our beloved cricketer, where Dhoni believes 'Dad' is the ultimate title he has won. To him, his commitment to a partnership of life comes at one of his biggest milestones - the birth of his child. We captured this beautiful moment between Dhoni and his daughter in a story that brings to life thoughts regarding this new phase in his life.  
 

The campaign showcases day-to-day interactions between a father and his daughter. It speaks effortlessly of the concerns that a new father would have, including spending quality time with his child, ensuring good nourishment, soothing her fears away and planning for a safe and secure future.”

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