Are you listening to the emerging counter-cultural stories?
(Posted 25th March 2019)
Creating brand’s cultural relevance through contradictions
(Posted 07th March 2019)
Why creative briefing doesn't work
(Posted 02nd October 2018)
Accidental brilliance? Looking at #Dhara Jalebi 20 years later
(Posted 16th December 2016)
The clash of Indian masculinities
(Posted 5th November 2014)
Is the future of big brand ideas dark?
(Posted 5th September 2017)
Isn’t it time the hotel industry borrowed a trick from Airbnb?
(Posted 29th July 2018)
A different kind of a hero
(Posted 8th March 2017)
Gol gappas or gold medals? Which side of #Dangal are you on?
(Posted 1st January 2017)
Strategic importance of vulnerability
(Posted 28th June 2016)
Anushka’s trolling comes from innate cultural belief
(Posted 15th May 2016)
Goose pimple stuff: All time awesome campaigns in India – I
(Posted 15th May 2016)
Well played sir!: All time awesome campaigns in India – II
(Posted 15th May 2016)
Mobiles, mobility and the importance of guilt
(Posted 15th May 2016)
Where in the food chain is your food brand?
(Posted 12th February 2014)
Return of the angry young man
(Posted 4th January 2015)
Amul – ye butter hai ya twitter?
(Posted 18th December 2014)
Who’s your enemy?
(Posted 15th November 2014)
Six pack abs, designer stubbles and tattoos
(Posted 18th September 2014)
Are we falling in love with Samsung`s geeky authenticity over Apple`s hype?
(Posted 12th September 2014)
Is your brand missing in your brand’s social media strategy?
(Posted 15th April 2014)
Brand rejuvenation: is your brand trapped?
(Posted 27th March 2014)
Aren’t the new age brands being outdated in their brand thinking?
(Posted 12th February 2014)
Why brand managers should spend more time on jokes and cartoons…
(Posted 25th March 2014)
Why the cricket team’s loss bothers the parent in us
(22nd January 2012)
Shallow shlacking: why Hindu’s campaign gets the buzz
(Posted 1st February 2012)
Shall we stop targeting our audience now
(5th February 2012)
How do you sleep at night?
(17th June 2012)
Is there a problem in your insight?
(25th January 2012)

A different kind of a hero

A different kind of a hero

Dads have always had the desire as well as the pressure to be their child’s hero. Be it Dhara’s ‘my daddy strongest’, Revital’s dad training to win against the neighborhood dad and many similar examples, dads have been targeted by brands to live up to their child’s image of them. While health and physical prowess is one territory for such messaging, an even bigger space is a man’s role and ability as a provider.

With exploding basket of goodies to splurge on and the rising power position of children, it would be a rare parent who has not experienced the pressure from their child to buy the bigger and better version of everything.

And the dads have responded - by putting on hold their own desires, buying on credit and personal loans, pushing to earn more …doing all they can to stay above this wave of consumerism that however, just doesn’t seem to abate.

As one dad put it – ‘as children, we felt happy when something new was bought for us, today, no matter what you buy, you can see a bigger, better version you have not been able to afford…it dampens any joy of having bought something!’

It is in this context that fathers have started to experience and express a different desire. Tired of being the ATMs of the house, they are keen to access the nurturing side of themselves as parents. Being providers of not just the goodies, but care, nurturance, good values and being shapers of character.

When it comes to buying something as significant as a car, the provider role comes into sharp focus. What with parents of kids in the peer group owning the fancier cars, the pressure is immense. Buying a hatchback like Wagon R raises this issue with rapidly rising benchmarks in cars. Do you risk feeling like a loser in front of your family? Especially your child?

Wagon R’s new commercial addresses this dilemma by creating a new kind of a hero in the dad. The one who dances with joy when his kid wins, makes it to every birthday party and keeps up the myth of Santa Clause for his child. ‘My papa is not the best, he is great’ says the voice-over.

While this is definitely not the first portrayal of a nurturing caring father in advertising, its usage in the context of a car that might otherwise put the provider in a somewhat defensive position is what makes this one interesting.

#WagonR #EverydayGreatness #MakeEverydayGreat