Mumbai, June 17,2025.
Godrej Industries Group (GIG), through its brand–agnostic lifestyle platform Godrej L’Affaire, launches ‘Dad. Not Daddy.’ – a Father’s Day campaign that swaps syrupy sentiment for honest celebration. While most Father’s Day narratives lean into emotional excess, depicting dads as stoic superheroes or poetic figures; this campaign flips the script. Through a 90-second satirical film, it shines a light on the often awkward, frugal, stubborn, yet deeply dependable Indian father.
Styled as a parody-meets-mockumentary, the film features a candid thirty–something protagonist who breaks the fourth wall, skewers overused clichés and salutes the endearing realities of the Indian dad: early–morning alarms, five missed calls, meticulous budgeting sheets, and never–ending fan–switch patrols.
It’s these small, often overlooked gestures that make up the essence of fatherhood. With ‘Dad. Not Daddy’, the brand brings out a version of father’s that feels real, and relatable.
Commenting on the campaign, Sujit Patil, Chief Communications Officer, Godrej Industries Group, said, “At Godrej L’Affaire, we’re constantly exploring storytelling that feels authentic, inclusive, and emotionally honest. With this campaign, we wanted to move beyond the formulaic portrayals we often see around Father’s Day and instead reflect the nuanced reality of fatherhood. Not every story needs to be picture-perfect to be powerful and sometimes, it’s in the unsaid, the understated, that the most genuine connections are found.”
The campaign aims to open up a more grounded, relatable perspective on fatherhood, one that reflects the quiet, consistent, and often comical ways Indian dads express love.
