MUMBAI : MediBuddy has gone small to make a big point. The digital health giant has rolled out a tender Father’s Day campaign-#JustDadThings-that builds an intricately designed miniature world to highlight the often invisible, under-celebrated sacrifices dads make daily. While fathers never miss a beat for their families, they often skip a visit to the doctor.
Crafted in-house and brought to life with a touch of AI wizardry, the 36-second spot captures poignant vignettes of a father’s quiet devotion—never missing the school run, always fixing the jammed door, yet consistently putting off that health check. The tiny, lifelike sets pack emotional punch, showing that when it comes to love, dads go big—even if no one’s looking.
But beneath the emotional storytelling lies a hard truth: men, especially fathers, are less likely to seek preventive care. They downplay symptoms, delay tests, and carry on—until it’s too late.
Speaking on the campaign, MediBuddy head of brand marketing, Manu Sankar Das said, “Culturally, fathers have long been cast in the role of silent providers—always present, yet rarely prioritising their own well-being. This insight, rooted in both data and daily observation, formed the foundation of our campaign. With #JustDadThings, we’ve used the power of AI and miniature storytelling to spotlight this quiet selflessness and reframe appreciation as action. True gratitude, we believe, lies not just in words, but in ensuring the health and longevity of those who’ve quietly safeguarded ours.”
It’s part nostalgia, part nudge. And as the film spreads across social platforms, MediBuddy hopes it sparks a new tradition: giving back by giving dad the health care he’s too modest to ask for.
