India – Flipkart, an Indian e-commerce company, has partnered with advertising agency The New Things (TNT) in a new Father’s Day campaign that turns thumbs-up emojis from dads into currency and gifts. 

Titled ‘Thumbs Appa Campaign’, Flipkart and TNT’s new campaign is based on the comedic reality that dad’s never fail to reply to every text with a thumbs up emoji. For this campaign, TNT aimed to turn the most underwhelming response from Appa into the most sought-after one this Father’s Day. 

With the catchy call-to-action ‘Impress your Appa with his own Thumbs Appa! ’, the campaign kicked off with a hilarious film featuring a dad proudly owning every thumbs up he’s ever sent. In the film, he humorously claims to have always known that Flipkart would eventually launch a campaign where these thumbs up could be exchanged for big-ticket Father’s Day gifts.

Some of the big-ticket prizes for this campaign include a smartphone, a smart TV, and a luxury watch. 

Pratik Shetty, senior director of marketing and media at Flipkart, said, “At Flipkart, we believe that every occasion is an important opportunity to connect and celebrate with our customers. This Father’s Day, we took something as simple as a thumbs up emoji, which is a father’s unique way of expressing love and support, and turned it into a fun and engaging contest, the Flipkart Thumbs Appa! We’re thrilled to see how many thumbs-up our customers sent us and made this Father’s Day extra special for all the Appas everywhere by winning exciting gifts.” 

Viren Noronha, co-founder of The New Thing, added, “After extensive research, i.e., going through our own chats with our dads, the insight made the pain painfully obvious. 7 out of 10 dads’ default reply to your every text will always be the thumbs up emoji. ‘Happy Father’s Day! ’ thumbs up emoji. ‘I got a promotion’ thumbs up emoji. ‘I made an ad about you!’ thumbs up emoji. We just asked a simple question: how do you turn the most underwhelming response into something amazing for dad’s themselves? Voila. Thumbs Appa! ” 

Kuala Lumpur, Malaysia – The iconic Mattel Barbie brand in Malaysia released a special tribute to fathers on Father’s Day. Developed together with Mediabrands Content Studio (MBCS), the film delivers an inspiring message that ‘not all heroes wear capes’. 

Mandar Wairkar, creative director at MBCS, said, “The film’s inspiration came from observations around Asian dads, as they are not known to be particularly expressive.”

“Typically, Asian dads are steadfast providers who are stern, strict, or even feared. However, we’re now living in an age of expression, with children seeking more outward showing of love and affection from their parents. As such, this Father’s Day, we wanted to recognise Asian dads who are breaking the mould of fatherly roles, and sending messages of positivity to their kids each day to give them strength and self-belief that they can do anything they set their minds to,” furthered Wairkar.

The short ad celebrates fathers who would do anything to make their ‘little girls’ dreams come true’. Additionally, the film encourages a social movement with the hashtag #BarbieFathersDay, for parents and their children to share how they celebrate Father’s Day to encourage more Asian dads to break the traditional fatherly mould.

Murat Ariksoy, general manager at Mattel South Asia, said, “Barbie’s tagline ‘You can be anything’ looks to inspire confidence and courage to all children out there to go out and live their dreams. This inspiring film and movement by MBCS portrays fathers as positive role models and celebrates all those fathers who go the extra mile to bring a smile to their child’s face.”

The film was released on Barbie’s Facebook page.