Reliance Digital has launched “Baaptaa,” a Father’s Day campaign developed with Wondrlab, built around a gap in everyday vocabulary: while “Maa ki Mamta” has long captured a mother’s love in a single phrase, fatherly affection has never had an equivalent term. The campaign coins “Baaptaa” to fill that space.
Rather than framing fathers as idealised, larger-than-life figures, the campaign leans into how they actually show up – protective, dependable, occasionally awkward, quietly emotional, and consistently present. The approach centers on a familiar truth: fathers often express care through action rather than words, and the campaign is built to recognise that pattern rather than romanticise it.
The centerpiece is an original music video narrated from a father’s point of view, moving through the different roles he plays across a family’s milestones. The film leans on humour and warmth to surface the unspoken affection that defines many father-child relationships, effectively naming an emotion many people recognise but have never had a word for.
Hemant Shringy, Chief Creative Officer and Managing Partner at Wondrlab, said Father’s Day messaging tends to repeat the same emotional beats, and the team saw room to approach it with more cultural specificity. He pointed out that while a mother’s love has inspired countless songs, an equivalent anthem for a father’s love had been missing.
The campaign will run across digital and social platforms through Father’s Day, with Reliance Digital inviting audiences to share their own “Baaptaa” moments and personal interpretations of the term.
