Tracing the evolution in brands’ approach to Father’s Day marketing over the years

While Mother’s Day has for long been an important occasion for brands, Father’s Day, too, is becoming an important date in brands’ calendar. Celebrating paternal love, sacrifice, and guidance, Father’s Day is not merely a day of recognition, but a moment to express profound gratitude for the silent strength and enduring love that fathers embody, making it a poignant occasion for families worldwide.

Brands this occasion to launch heartfelt campaigns that resonate with the essence of fatherhood. Whether it is showcasing the bond between fathers and their children or highlighting the timeless wisdom passed down through generations, brands craft narratives that strike a chord with consumers. Through creative promotions, heartfelt advertisements, and exclusive offers, businesses leverage Father’s Day to not only boost sales, but also to foster meaningful connections with their audience, celebrating the profound influence of fathers in our lives. Brands target not only fathers, but also the responsible societal roles that they play.

Mehul Gupta, Co-founder & CEO, SoCheers, observed, “Gone are the days dads were portrayed as strict and emotionally unavailable in Indian advertisements. Times have changed, and so has the communication that advertisers are using for targeting dads. Foremost, dads are showcased sharing the load, helping moms with daily chores like cooking and cleaning, along with having quirky conversations with their family members. The role of a guardian is still prevalent, but it is complemented by them being emotionally available and showing their love for their family. We are also super conscious in ad narratives that we build that we are contributing to a more real-life father today, who is hands on, cares about his family and is willing to do half the work, if not more, of contributing to the family beyond financial support. The stereotype is breaking down, where dads are showcased and encouraged to take care of themselves, including skincare, relaxation, and stress relief. Dads play a multifaceted role, and brands are now open to celebrating their responsibility and involvement in all aspects of family life.”

Abhishek Gupta, Joint MD, BEI Confluence, noted, “Today, brands have a clear understanding that if they attach a certain sense of purpose and values to their brand, the connection with the audience is greater. So, no surprises for guessing that most occasions like Father’s Day or Mother’s Day now reflect a greater sense of purpose – individual or societal. Fathers have always been the epitome of responsibility and, therefore, giving them that respect makes the connection with our core consumers stronger at every level.”

Trends that indicate an increase in brand and ad spends for Father’s Day

Mehul Gupta remarked, “Father’s Day advertising and consumer spending are rising year-over-year. Both consumers and brands are investing heavily to celebrate this day. To capitalize on a larger share of consumer spending, brands are ramping up their marketing efforts. Consumers are increasingly relying on online and e-commerce platforms to purchase gifts for their dads. This shift is leading to a surge in digital marketing, including online advertising, search engine marketing, social media marketing, and more. Emotional messaging that portrays loving and caring dads resonates deeply with today’s audiences. Brands are leveraging this sentiment to create impactful campaigns and communications for Father’s Day.”

According to Abhishek Gupta, “Social Media Marketing has changed the game completely. And from just the Diwalis and other key festivals of India, brands get a lot more leverage on occasions like Father’s Day. Some time back, our campaign for Father’s Day for Biryani By Kilo gave the brand a substantial spike in business and garnered eyeballs, both from the consumer as well as the industry. As marketers, however, we must be cautious and ensure that the connection with our brand and category is strong with the core consumers to make the campaign a success.”

How approach to Father’s Day marketing has evolved

Mehul Gupta pointed out, “Father’s Day ads often depicted dads as strict, emotionally unavailable, and dominant figures within the family. Mainstream advertising across television, radio, and outdoor media relied on a broader, more generic message. The 1990s saw a shift towards portraying dads as “family men”, helping with chores and playing with children. Television became the dominant marketing medium, allowing brands to tap into emotional connections, but personalization remained limited. Since the late 2010s, modern Father’s Day marketing celebrates dads as equal partners who share responsibilities, express love, and connect emotionally with their families. This era has witnessed the rise of hyper-personalization, with brands reaching out to consumers through diverse channels. Mobile-first and digital-first approaches dominate, with memes, quirky content, and emotional messages circulated across various media platforms.”

Abhishek Gupta commented, “Some things have certainly evolved, but some human insights are timeless. For example, the Zomato campaign for Father’s Day last year, where they created a narrative about how Indian fathers are not comfortable in emoting, still holds as true as ever. Having said that, the tone and manner of the Zomato campaign using humor and sarcasm as a tool was well appreciated by the modern day Dads, as they can take a joke on themselves and laugh about it.”

Mehul Gupta noted, “Today’s advertising landscape is highly fragmented. Brands are tapping newer and innovative mediums to reach and connect with their audiences. Both physical and online channels are utilized to enhance customer experiences and provide value. Emotional storytelling captures the unique bond between fathers and children which emotionally resonates with the consumers. Right from relatable videos to interactive polls, gift suggestions, quizzes, influencer collaborations and UCG, brands are using engaging content to personalize experiences. Furthermore, brands are now moving towards experiences rather than just promoting their products and services. On-ground activations are on the rise where brands are actually conversing with their customers in real, face-to face.”

“This is a great tactical move for today’s marketers. We leverage a certain occasion, which is a celebrated emotion, and introduce offers/ promotions to make the proposition lucrative. Like “gift your father a perfume – 20% off only for today”. It drives immediacy and ensures the brand remains top of mind during this time,” Abhishek Gupta concluded.