Mumbai, India, June 19: Reliance Digital has launched ‘Baaptaa’, a Father’s Day campaign created in collaboration with Wondrlab. Built around a simple cultural observation, while “Maa ki Mamta” has long been a part of India's collective vocabulary, there has never been a word that captures the distinct ways fathers express love. The campaign introduces ‘Baaptaa’ as a tribute to the many shades of fatherhood.
Conceptualised as an original music-led campaign, Baaptaa celebrates fathers not as idealised figures, but as they are experienced in everyday life — protective, dependable, emotional, quirky, practical, occasionally embarrassing, and always present. Through a relatable narrative, the campaign acknowledges the countless ways fathers care for their families, often through actions rather than words.
At the heart of the campaign is an original music video told from a father’s perspective, capturing the different roles he plays across life's moments and milestones. The film brings to life the humour, warmth and unspoken affection that characterise father-child relationships, while giving a name to a form of love that many recognise but few have articulated.
Speaking about the campaign, Hemant Shringy, Chief Creative Officer and Managing Partner, Wondrlab, said, "Father's Day communication often leans into familiar emotional territory, but we felt there was an opportunity to celebrate fathers in a way that felt more culturally authentic and relatable. The idea for 'Baaptaa' came from a simple observation — mother’s love has been immortalised in a number of heartfelt, emotional songs, there needed to be an anthem dedicated to dad’s love."
The campaign will be amplified across digital platforms and social media during Father's Day, inviting audiences to celebrate and share their own experiences of Baaptaa.
