AI-crafted miniature world brings focus to overlooked sacrifices and encourages preventive care

MediBuddy, India’s leading digital healthcare platform, has rolled out its latest campaign, #JustDadThings, ahead of Father’s Day, turning attention to the often-overlooked sacrifices of fathers-particularly when it comes to their health.

Set in a visually compelling miniature world, the campaign uses AI-assisted visual design to illustrate the everyday responsibilities fathers shoulder-like never missing a school pickup, while continuously postponing their own health check-ups. The message is simple but powerful: dads often take care of everything except themselves.

The campaign taps into a cultural truth-men, especially fathers, frequently delay or ignore preventive healthcare, brushing aside symptoms and routine screenings. Through #JustDadThings, MediBuddy calls on families to step up and ensure that their fathers receive the same level of care and attention they so willingly provide.

Manu Sankar Das, Head of Brand Marketing, MediBuddy, shared the thought behind the initiative:

“Culturally, fathers have always been seen as the silent backbone of the family-ever-reliable, yet rarely prioritising their own well-being. This campaign was born out of data and everyday reality. With #JustDadThings, we’ve used AI and miniature storytelling to capture that quiet dedication. Our aim is to reframe appreciation into action, because true gratitude is making sure they stay healthy for years to come.”

The 36-second film, created by MediBuddy’s in-house creative team, is being actively promoted across digital and social media platforms in the lead-up to Father’s Day.

With #JustDadThings, MediBuddy continues to champion preventive care, urging families to turn love and respect into tangible steps-like regular health check-ups, timely consultations, and open conversations around well-being.