Reliance Digital Launches ‘Baaptaa’ to Celebrate the Many Shades of Fatherhood
Reliance Digital has launched ‘Baaptaa’, a Father’s Day campaign created with Wondrlab, celebrating the many expressions of fatherhood through an original music-led film.
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In association with Wondrlab, Reliance Digital has launched ‘Baaptaa’, a Father’s Day campaign, which brings a new term that celebrates the unique ways in which fathers express love and care.
Based on the insight that “Maa ki Mamta” has been ingrained into the cultural lexicon of India for a long time, the campaign introduces ‘Baaptaa’ as a tribute to the myriad shades of fatherhood. The initiative aims to celebrate fathers not as idealised figures but as they are experienced in everyday life: protective, dependable, emotional, quirky, practical, occasionally embarrassing and always present.
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Check out the campaign here:
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Celebrating Fatherhood:
‘Baaptaa’ is a music-led campaign conceptualised as an original idea that celebrates the many ways in which fathers support and care for their families, often through actions and not words. The campaign features an original music video from a dad’s point of view, illustrating the many roles he has through life’s moments and milestones.
The film captures the humour, warmth and wordless affection that characterise father-child relationships, while naming a form of love many recognise but have rarely verbalised.
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On the campaign, Hemant Shringy said that while Father’s Day messaging often plays into familiar emotional territory, the team saw an opportunity to celebrate fathers in a way that felt more culturally authentic and relatable. He said that the concept of ‘Baaptaa’ was inspired by the belief that while a mother’s love has been praised in countless songs, there should be a song for a father’s love.
The campaign will go live this Father’s Day on social media and other digital platforms, encouraging people to celebrate and share their own ‘Baaptaa’ stories.
