Ad Campaigns
Flipkart launches digital campaign on new-age #PenguinDad
MUMBAI: According to a report from Psychology Today ‘Fathers and Their Impact on Children’s Well-Being’, children who have an involved father right from their birth are more likely to be emotionally secure, confident about exploring their surroundings, and, as they grow older, better social connections.
Indian society, since centuries, has had stringent gender roles when it comes to parenting – keeping the mother as the nurturer, the caretaker and the time-spender while the father has been the provider and the bread-winner. While patriarchs may simply state the ‘time is money’ adage to develop the rhetoric of “since I make the money, why do I need to give the time?”, this isn’t how a child sees it. What’s also unfortunate is that generations of fathers have subliminally considered it unnecessary, and themselves incapable, of having an involved, intimate everyday relationship with their children.
It has been proven beyond doubt that an everyday, involved relationship between the father and the child goes a long way in everything – from character building and social connections to emotional resilience for the child. Millions of young, new-born Indian fathers today are making this come alive by supporting their spouses and making that ‘idealistic’ parenting equation a reality. Through this, they are discovering a side to themselves that they never knew existed and ushering a change in the Indian social fabric.
For such a relationship to flourish, these dads choose to do it all for their children – right from braiding their hair and changing their diapers to singing them lullabies and finding a work-life balance to spend more time with them, every day. And it’s this cause of Progressive Dads that Flipkart has chosen to celebrate in its latest 360-degree brand campaign: #PenguinDad.
Flipkart vice president of marketing Shoumyan Biswas says, “Indians today are breaking old moulds, challenging stereotypes and breaking limiting beliefs to move forward as a nation. In the last 10 years, we at Flipkart have also been part of the movement to build a progressive India. In this journey, walking alongside progressive moms are today’s dads and our recent campaign is a celebration of these new age #PenguinDads.”
The male emperor penguin, interestingly, is considered one of the ‘best dads’ in the animal kingdom. The penguin child, actually is one of the few species on earth, that is raised equally by both mother and father, who take turns going into the sea to catch fish so that one is always with the child. Flipkart’s campaign takes a leaf out of the habits to recognise fathers in their own little human world, who’ve kick-started their journey as a #PenguinDad.
The campaign, conceptualised by Dentsu Webchutney, was launched with a musical directed by national award-winning director Ashwiny Iyer Tiwari. It is set to be followed up by multiple digital first initiatives to champion the community of ‘Penguin Dads’ even further.
Dentsu Webchutney senior creative director PG Aditiya adds, “As society evolves and becomes more progressive, dads will play a more crucial role. This, to me, is a film that celebrates those who choose to label themselves as a ‘parent’ before labelling themselves as a ‘dad’ and the power of that change in mindset can change society and nation at large.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
