This Father’s Day, Tilt Brand Solutions brought two distinct narratives to life for Myntra and UltraTech Cement, each celebrating fatherhood through insight-driven storytelling and emotional resonance.
For Myntra, Tilt conceptualised and scripted a campaign that highlights the everyday habits fathers are known for — from wearing the same faded shirt for years to holding on to a trusted pair of chappals long past their prime. Built around the thought that every dad holds a few “world records,” the campaign encourages children to help their fathers break those records with thoughtful gifts delivered through Myntra M-Now.
The campaign uses humour and familiarity to tap into universally relatable father-child moments while seamlessly integrating the brand proposition of instant gifting.
For UltraTech Cement, Tilt’s in-house production arm StudioT produced the Father’s Day film in collaboration with director Morarji Anand. Titled #PapaKeSawaal, the film focuses on the role fathers play in shaping resilience, perspective, and ambition through the questions they ask their children throughout life.
The film captures how these seemingly simple questions often become guiding principles that influence personal growth and decision-making, offering a heartfelt reflection on the enduring impact of fatherhood.
Together, the two campaigns showcase different dimensions of the father-child relationship — one through light-hearted observation and the other through emotional introspection — reinforcing the power of culturally relevant storytelling in connecting brands with audiences during meaningful moments