Spikes Asia

Flipkart #PenguinDads

DENTSU WEBCHUTNEY, Bangalore / FLIPKART / 2018

Awards:

2 Shortlisted Spikes Asia
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Overview

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Credits

Overview

Background

Flipkart, India’s e-commerce pioneer, provides intrinsically Indian solutions to solve for access and affordability for the masses. It sees itself as a witness and partner to India’s economic and social change. As India challenges the status quo, Flipkart champions and celebrates their thought - in an effort to create brand love and loyalty.

India is known to be patriarchal. Its patriarchy begins at home- so championing the changing dynamics in Indian parenting was exciting. Especially from the lens of a brand that wants to celebrate progressive living and thinking. Since patriarchy feared both: the woman who did “man things” (working); and the man who might do “woman things” (raise a child), a necessary milestone in breaking gender-roles was expanding society’s definition of what it means to be a man. We set out to recognise fathers who were leading by example- with the intent of normalising them and partnering with them.

Execution

#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.

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