Bombay Shaving Company is taking a very honest approach this Father’s Day with its digital campaign, Sorry Dad. After five years of creating memorable and heartwarming campaigns, Bombay Shaving Company recognized a trend that Father’s Day is celebrated far less than other occasions like Valentine’s Day or Mother’s Day.
This year, the brand delves into the reality of an often-overlooked importance of Father’s Day, through interesting content and honest conversations with Dads and their offsprings
Search trends and observations reveal that, we most often buy gifts for our partners, mothers, sisters, and even our cherished pets, showering them with love and making them feel special. Yet, amidst these celebrations, father’s special day is overshadowed by other occasions.
In quirky, reflective manner, Bombay Shaving Company urges everyone to recognize and appreciate fathers, ensuring this year doesn’t go by without the recognition they truly deserve.
The brand conceptualized and produced an in-house digital film, incorporating snippets from past campaigns, including collaborations with Rajat Kapoor and nostalgic videos, highlighting how Father’s Day has often gone uncelebrated despite the best efforts.
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Founder and CEO of Bombay Shaving Company, Shantanu Deshpande himself, has taken the mantle to lead this conversation, by doing Vox-pops in popular city centres in Delhi and NCR, speaking with Dads, their offsprings and families, to understand the curious dynamic of their relationship – which is filled, with love and respect, but NOT necessarily demonstrated through gifts (as is done on other occasions)
The Campaign has already begun to Trend online, with its honest tone and quirky take.
- Reaching over 3 million online audience since June 8, 2024
- Becoming part of popular conversation with tons of memes doing the rounds of the internet
- With witty influencers joining in the conversations
- Brands like Paytm, Blinkit, and other Corporates have also joined in on this clarion call to acknowledge dad
Elaborating on the thought behind this unique campaign, Gauri Malhotra, Chief Marketing office, Bombay Shaving Company said “Over the past five years, our Father’s Day campaigns have consistently aimed to make a difference, but we’ve noticed they haven’t really changed how people think or act. This year, with our ‘Sorry Dad, This Year Too, You Won’t Get a Gift’ campaign, we want to draw attention to how often dads are underappreciated when it comes to gift-giving.
“By using humor and a call to action, we hope to start conversations and encourage our consumers to celebrate fathers just as enthusiastically as other special occasions. Dads deserve just as much love and recognition as anyone else,” Malhotra said.
