SHARP Celebrates Evolving Fatherhood Roles with ‘Aapki Khushiyon Ka Thikaana’

This Father’s Day, SHARP, a leading consumer electronics company, celebrates the spirit of fatherhood with its campaign, ‘Aapki Khushiyon Ka Thikaana’. Crafted by the advertising agency Horizon9, the campaign highlights the delightful journey of a father and son duo navigating daily household chores with ease and joy, thanks to SHARP India’s user-friendly home appliances.

In a society where household management roles are often gender-defined, SHARP India’s campaign breaks stereotypes by presenting a refreshing narrative. The women of the house (mother and daughter) take a well-deserved holiday, leaving the men (father and son) to manage the household. The campaign beautifully captures moments of bonding, learning, and fun as the father transforms into a homemaker, cooking meals and keeping the house in order with the convenience and efficiency of SHARP home appliances.

The second film in the campaign extends this narrative, showing the son stepping up to help his father out of a fix with the aid of SHARP’s powerful and efficient home appliances, returning the love and effort his father has shown.

Mimoh Jain, Vice President of SHARP Appliances India, commented on the campaign, saying, “Over the last decade, the roles of fathers in Indian society have evolved, especially in urban centers. This campaign highlights and honors that evolution. At SHARP India, we strive to make our customers’ lives more convenient and efficient through our durable and reliable products. Our ongoing expansion into new segments reflects our commitment to delivering innovative, high-quality, and original products that enhance our customers' lives. We are deeply invested in the 'Make in India' initiative, as seen with the launch of our fully automatic top-load washing machine last year. We plan to produce 70% of our lineup in India, with 30% imported from other SHARP subsidiaries in Japan and Thailand.

Building on this, we will launch single-door and frost-free refrigerators along with a semi-automatic washing machine range. We are proud of our progress, made possible by our partners in India, as we continue to make deeper inroads into the Indian market. Our next campaign will focus on convertible SHARP air purifiers and dehumidifiers, a first-of-its-kind product in India.”

Kshitij Narain, Chief Creative Officer of Horizon9, added that the campaign celebrates gender parity in household work in today’s modern homes. “We crafted this idea to showcase the evolving gender roles in urban homes. The campaign establishes SHARP products as your #BemisaalJodi, just like the father and son in the film, making your home ‘Aapki Khushiyon Ka Thikaana’. This Father’s Day is about acknowledging the #BemisaalJodi we have with our #BemisaalDad.”

The message is clear: happiness knows no gender roles, and with SHARP India, every family member can find joy and ease in taking care of their home. The campaign resonates with the brand’s commitment to creating products that make life simply better.