Post Thumb

Flipkart has taken its latest brand campaign #PenguinDad to LinkedIn, Instagram and Flipkart Stories to drive engagement. While the ecommerce giant has inspired dads to replace their corporate mugshots with the pictures with their kids, it has published several stories of dads on Flipkart Stories and launched Instagram contest.

Started by Flipkart, as a follow up to their 'Penguin Dad' campaign, the LinkedIn initiative has been executed by Dentsu Webchutney.

To show their professional circles that their life goes way beyond their profession, hundreds of fathers across LinkedIn are changing their corporate mugshots to the pictures with their kids. The professionals are from some of India’s biggest companies in Tele communication, OEMs, Online Fashion retail, Automobiles, Technology, News and Media, Food Delivery, Financial services – to name just a few.

The notion that a successful professional man is usually not as devoted a family man, has become a belief of the past. Today's young dads manage to toggle between work and dad-mode with ease and have even branded themselves: as #PenguinDads- as an ode to the Male Emperor Penguin, which is considered the most devoted father in the animal kingdom. And #PenguinDads on LinkedIn haven't missed out on the opportunity to let their connections know that their most important job is the one at home, with their little ones. A refreshing, much-needed point to be made, indeed!

PG Aditya, Senior Creative Director, Dentsu Webchutney Bangalore, said, "Often, being successful at your profession is the biggest defense mechanism used by men to bail out of being involved and available at home. We wanted to show that's it's entirely possible for both sides to co-exist, through stories of those who do it already."