Instamart’s Father’s Day Ad Gives “Papa Ka Batua” a Fun Makeover

For most Indian families, “papa ka batua” (dad’s wallet) is more than just a place for cash—it’s a symbol of memories, habits, and a lifetime of little secrets. This Father’s Day, Instamart has launched a heartwarming and humorous campaign that shines a spotlight on this everyday object, giving it a modern twist and inviting viewers to reconnect with their dads in a fresh way.

The Story: More Than Just a Wallet

Instamart’s new digital film is told from the perspective of a teenage son, who sees his father’s bulky overstuffed wallet as a permanent fixture in the family. The film humorously flips the idea of “papa ka batua” to “batue ka papa,” emphasizing just how attached dads can be to their old wallets. The son takes viewers on a tour of everything the wallet holds—metro cards, love letters, old receipts and even a business card from the family astrologer. The only thing missing? Space for the son’s party money.

This playful exploration of the dad wallet is both funny and deeply relatable capturing the quirky, loving dynamic between fathers and their children. The film concludes with the son ordering a brand-new wallet for his father from Instamart which arrives in just 10 minutes—showcasing the brand’s promise of quick, convenient delivery and thoughtful last-minute gifting.

“Daddy Deals”: Quick Gifting, Big Smiles

To make Father’s Day even more special, Instamart has introduced “Daddy Deals”—a curated selection of last-minute gifting options for dads. The deals include wallets, watches, razors, belts, and even phones all available for quick delivery. The campaign’s tagline, “Papa ki puraani sampatti chhurwao, apne daddy wapas pao,” encourages people to help their fathers let go of old baggage—quite literally—and embrace something new.

The Heart Behind the Humor

Mayur Hola, head of brand at Instamart explains the inspiration behind the campaign:

“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.”

This approach not only brings a smile but also highlights how simple, thoughtful gestures can strengthen family bonds.

Blending Nostalgia with Modern Convenience

The campaign stands out for its clever blend of nostalgia and modern convenience. While the dad’s old wallet is a treasure trove of memories, the son’s decision to gift a new one reflects today’s fast-paced lifestyle and the growing trend of quick, meaningful gifting. Instamart leverages its core strength—speedy delivery—to turn even last-minute plans into memorable moments.

Why It Resonates

• Relatable Content: Most viewers can see their own fathers in the film’s depiction of the overstuffed, well-loved wallet.
• Humor and Emotion: The ad strikes a perfect balance between laughter and sentiment, making it memorable and shareable.
• Practical Solutions: By offering “Daddy Deals,” Instamart positions itself as the go-to choice for thoughtful, last-minute gifts.

The Bigger Picture

Instamart’s Father’s Day campaign isn’t just about selling wallets or running a promotion. It’s about celebrating the everyday quirks that make dads special and encouraging families to show appreciation in simple, heartfelt ways. The campaign also reinforces Instamart’s brand promise: delivering joy, convenience, and connection—one quick delivery at a time.

As Father’s Day approaches, Instamart’s message is clear: Sometimes, the best gifts are the ones that help us make new memories, while still cherishing the old.