Archies’ digital campaign for Father’s Day, titled #DadTimelessPride, aims to celebrate and felicitate the love, guidance, and sacrifices of fathers across the country. The initiative is understood to include activities, stories, and contests, all aimed at making this Father’s Day special. Varun Moolchandani, executive director, Archies, talks to Brandwagon Online about the inspiration, creative process, and challenges faced in bringing this campaign to life.
What inspired the concept behind this campaign, and how does it resonate with your target audience?
This campaign comes with a strong storytelling angle, which is in the very fundamentals of brand philosophy at Archies. The journey started at scripting, where we tried our level best to write a piece that would really define what it means to be a father. With its originin me and the experiences with my father and mentor, Mr. Anil Moolchandani, it tried to be as real and relatable as possible. This personal touch was such that it had to ensure that whatever story we told had to reach the very inside of our viewers. After we received the final script, we started getting into the entire planning process stage-wise, clearly putting in our efforts into what we wanted to emote. We made a campaign video evoking empathy at the level of images and music in use, with warm narratives, to bond with the viewers. Finally, in every way, in enhancing authenticity and emotional attachment which, of course, repeat elements that should underlie every successful campaign. By sticking with these, we were able to craft a campaign that not only tells a compelling story but strengthens that very emotional linkage with our audiences.
Can you walk us through the creative process of developing this ad campaign from ideation to execution?
This campaign draws inspiration from the silent strength, boundless love, and unwavering support of fathers. At Archies, we deeply understand the significance that fathers have in our lives, as they do a lot immensely without asking anything in return. When it comes to expressing emotions and feelings, Archies has always been at the forefront, and this campaign is a heartfelt tribute to fathers everywhere. We wish to give them the respect that they so truly deserve; they are often the most humble, yet meaningful aspects of our lives. By creating a campaign centered around the theme of fatherhood, we seek to connect deeply with our target audience, who can relate to the importance of acknowledging and appreciating their fathers. Gifting is an emotional gesture, not a transaction between the giver and receiver. Through this campaign, we urge our customers to thank and express their feelings for their fathers through a gift well thought of. This works well with our audience because it's deeply personal and draws out universal emotions and experiences.
What challenges did you encounter during the creation and implementation of this ad campaign, and how did you overcome them?
Also, in general, scripting was one of the major challenges we experienced in creating and deploying this ad campaign. Majorly, getting a narrative that would aptly show how deep and supportive fatherly love was quite a hard task. We had very many versions, in most of which we could not get "the message across." This time, we learned from experience. The storylines for him being a father himself and for me being the son of Mr. Anil Moolchandani helped in creating real and believable stories. This initiative not only solved our scripting issues but also brought genuineness to the ad campaign. Besides this, the detailed planning and execution of various elements of production to work in coherence in developing an end product worthy of our concept was highly detailed and challenging. Working together and staying true to the heart of the message, we were able to overcome them all. The final product is a campaign that speaks directly to the soul of our audience, communicating just how truly thankful we feel for our dads.