MUMBAI: In a race against the clock, SW Studios delivered Myntra’s latest Father’s Day film in just 30 hours, blending tight timelines with trend-forward storytelling. Shot, edited and finalised within two days, the film was conceived by OML and executed by SW Studios with a creative sprint that included three days of pre-production and 24 hours of post.
At the core of the film lies a playful redefinition of ‘FD’. Traditionally shorthand for Fixed Deposit, Myntra spins it into ‘Father’s Drip’ — a gen z slang for sartorial swagger. The narrative brings a humorous yet nostalgic twist, imagining dads levelling up their decades-old wardrobe game with a high-fashion glow-up.
The film’s director & SW Studios head Jaunty described the whirlwind process with a grin. “We had just about two days of pre-production and 24 hours of post to get this out, and honestly, the chaos made it even more fun. Everything had to move fast, from casting, treatment to music, but it all came together instinctively. As a director, it was especially fun to bring the script’s vision to life, playing on how dads often carry the same sense of style for decades. That’s where the retro treatment came from — a visual nod to the timeless ‘dad drip’. And thanks to Myntra, maybe this Father’s Day, that drip’s finally getting an upgrade”.
With the retro treatment framing the visuals and a healthy dose of irony, the film taps into intergenerational fashion and humour, drawing parallels between evolving trends and timeless love.
Commenting on the campaign, Myntra associate director – social media marketing Monalisa Panda said, “This campaign is a celebration of the unique charm and enduring influence that fathers bring to our lives, often in quiet, unconventional ways. With ‘Father’s Drip’, we’ve taken a lighthearted yet thoughtful approach to spotlight their style, which often goes unnoticed. Our dedicated Father’s Day Store offers a wide range of curated fashion and lifestyle options to make gifting both meaningful and effortless. Through this film, we aim to bring a smile, spark a moment of connection, and reinforce Myntra’s position as the go-to destination for stylish, relevant, and heartfelt gifting”.
The campaign went live on Myntra’s digital platforms ahead of the 15 June celebration, inviting viewers to laugh, relate, and maybe even relook their own dad’s wardrobe.
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