Title | FLIPKART #PENGUINDADS |
Brand | FLIPKART INTERNET PVT. LTD. |
Product / Service | E-COMMERCE SITE |
Category | A06. Retail |
Entrant | DENTSU WEBCHUTNEY Bangalore, INDIA |
Idea Creation | DENTSU WEBCHUTNEY Bangalore, INDIA |
PR | PERFECT RELATIONS Delhi, INDIA |
Name | Company | Position |
---|---|---|
Gautam Reghunath | Dentsu Webchutney | Executive Vice President |
Prashant Gopalakrishnan | Dentsu Webchutney | Senior Vice President, Account Management |
PG Aditya | Dentsu Webchutney | Executive Creative Director |
Ashwin Palkar | Dentsu Webchutney | Creative Director - Design |
Priyanka Borah | Dentsu Webchutney | Client Services Director |
Sanjay Pratyush | Dentsu Webchutney | Senior Account Director |
Aarav Khanna | Dentsu Webchutney | Account Executive |
Angad Dutta | Dentsu Webchutney | Group Head - Copy |
Jeanine Soares | Dentsu Webchutney | Senior Art Director |
Kavya Satyakumar | Dentsu Webchutney | Associate Creative Director |
Tanya Paul | Dentsu Webchutney | Senior Art Director |
Anandhi Kumar | Dentsu Webchutney | Associate Art Director |
Ishtaarth Dalmia | Dentsu Webchutney | Anthropologist |
#PenguinDad- a new identity for today’s generation of working, Indian fathers- inspired by the most dedicated father - the Male Emperor Penguin - who shares equal parenting responsibilities with the mother. We conducted India’s first survey on fathers, revealing that across 17 of its biggest cities, over 50% of fathers were becoming more involved in child-raising. We turned the results of the survey into a music video by one of Bollywood’s biggest directors - and mother- Ashwiny Tiwari. Released across 9 languages. On LinkedIn, 1000s of #PenguinDads changed their corporate mugshots to pictures with their kids: a powerful way to tell their circles that they’re more than their professions. It became a celebration of the male community’s first efforts to break gender-roles in parenting. As a commitment from our end, we launched the first e-commerce store for the #PenguinDad- with essentials like the first-ever line of baby-friendly sweatshirts for men.
#PenguinDad is now Indian e-commerce’s most viral campaign. It’s earned over 8X its media investments. The love for Brand Flipkart has soared - resulting in an increase in consideration which led to 9% higher Daily Active Users during the campaign period. On a sentiment analysis - on parameters like “Flipkart is a brand I love and trust” - we saw a 200 bps improvement and a and 16.6% lift in brand recall. Apart from: ? 183,448,146 impressions across 5 countries ? Coverage by 26 media outlets across TV, Print, Digital and Radio. The Ready Daddy sweatshirt created by us, generated a huge buzz amidst parenting circles, leading to a bulk order by a leading chain of maternity hospitals for their Father’s Day event. With zero marketing spends! Most importantly, the age-old myth that “Men can’t raise children” is one step closer to fading from mass India.
Our shopper data revealed the baby-steps 21 million Indian dads were taking into parenting (over 70% of parenting & baby care products on Flipkart were shopped for by men), but there was little pop-culture supporting the sentiment. Now, the brand’s advertising also had to do the job of books about dads that hadn’t been written, films that hadn’t been shot & songs that hadn’t been sung- within a limited budget. We devised campaign ideas keeping India’s different pop-culture touchpoints in mind: right from the morning newspaper ritual, to its obsession with musicals, to its shopping needs & its social media habits. In addition, the campaign would be launched around Women’s Day- to take patriarchy’s stand on “fathers raising children being effeminate” head on.
Video URL | Video URL | Supporting Webpage