For generations, Indian dads and their overstuffed wallets have been inseparable. From old metro cards to crumpled receipts and mysterious contact cards, “papa ka batua” holds more than just money — it’s a symbol of dad’s character, habits, and history. This Father’s Day, Instamart gives this cultural icon a clever twist in its new campaign that turns the narrative into “batue ka papa,” humorously portraying the wallet as the one actually carrying dad.
Instamart’s Father’s Day ad
A Film That Blends Humour with Heart
Told from the point of view of a teenage son, the digital film walks us through the emotional (and slightly comical) inventory of his father’s bulky wallet. The son jokes about the wallet’s contents — everything from a love letter from 1994 to a family astrologer’s card — but makes one thing clear: there’s never any room for his party money.
The story culminates in a small but meaningful gesture — the son ordering a new wallet for his dad through Instamart, delivered in just 10 minutes.
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Introducing ‘Daddy Deals’: Quick Gifting with a Personal Touch
To make last-minute gifting effortless, Instamart has launched “Daddy Deals,” offering a curated selection of gifts like:
- Wallets
- Watches
- Razors
- Belts
- Mobile phones
With the cheeky tagline “Papa ki puraani sampatti chhurwao, apne daddy wapas pao,” the campaign encourages users to help dads let go of worn-out relics — and feel the love in return.
Quick Moments, Lasting Memories
Mayur Hola, Head of Brand at Instamart, sums it up perfectly: “Whether it’s a midnight snack or a forgotten gift, Instamart is about creating joyful moments quickly. This campaign captures the funny-sweet bond between dads and their kids — and how even something as small as a new wallet can bring them closer.”
Conclusion: A Small Swap, a Big Smile
In a fast-paced world, it’s often the simple gestures that matter most. This Father’s Day, Instamart proves that even a 10-minute delivery can deliver a whole lot of emotion. So if you’re still hunting for the perfect gift for dad, “Daddy Deals” is just a tap away — and so is a smile on his face.
