Father’s Day 2025: The Rise Of The Solo Dad In Indian Advertising

Last year, Woodward’s Gripe Water, a herbal remedy brand launched a poignant campaign spotlighting the quiet strength of single fathers. Told through the innocent voice of a young girl, the film gently unfolds the story of a father who seamlessly takes on both parental roles. It captures his everyday gestures of care—nurturing, comforting, and creating joy—ensuring his daughter never feels the absence of a mother. The tender narrative celebrates the emotional depth of fatherhood. Just a year ago, this image—of a new-age single father taking centre stage in ad campaigns—would have been rare. But today, they are no longer side characters. They’re emotionally available, caring, competent parents. And, advertising—one of the most culturally reflective and commercially calculated mediums—has finally chosen to showcase them that way. So what’s changed?

New archetype emerges

For decades, the Indian father was cast in one of two roles: the aloof breadwinner or the benevolent authoritarian. In product-heavy commercials, he’d appear with a credit card or car keys. “For too long, fatherhood in Indian media meant being the provider or disciplinarian. Rarely the nurturer. However, culturally and emotionally, that’s changing. This could be due to shifting family structures, more single-parent households, or just a growing emotional vocabulary among men,” says Deepmala, founder of The Visual House, a production agency. However, in India, single-mother households still outnumber single-father ones, accounting for 8.2% of the population compared to 2.3% at the national level, according to a research report done in 2023 by the International Journal of Novel Research & Development.

Of course, no ad exists in a vacuum. People want to see themselves in the stories brands tell. And while single mothers have been a consistent part of that narrative, single fathers were an underexplored emotional territory. “As a filmmaker, I root him in the every day—packing lunchboxes, tying ponytails, learning bedtime stories. But I also allow him to dream, heal, and grow. The aspiration doesn’t lie in perfection, but in emotional courage. By showing him stumble and still stand tall, we create a character who is both deeply human and quietly heroic,” says Denis Gupta, independent filmmaker, on balancing relatability and aspiration when portraying single fathers in Indian society.

Well, there’s a dual advantage at play. You’re not only tapping into a fresh emotional lens, but you’re also making a progressive statement. That’s gold for any brand that wants to feel modern and values-driven. Saurabh Sankpal, Chief Creative Head at Wit & Chai Group, a creative agency, highlights Ariel’s #ShareTheLoad campaign, which challenged the gendered division of household responsibilities—often through compelling father-son dynamics. Furthermore, that campaign helped normalise the image of men as caregivers for a broader reimagining of masculinity in Indian advertising.

“For brands, it’s a refreshing narrative to explore—a way to elevate their storytelling game. However, its cultural acceptance still varies, especially in modern workplaces, where attitudes are often shaped by immediate superiors or the broader company culture. That said, more brands and advertisers are leaning toward empathy-driven marketing, where relatability and emotional depth foster stronger brand affinity. These narratives invite emotional investment in the story, not just the product,” he adds.

Real life, reflected?

Though there isn’t enough data on the number of single fathers in India, it’s not something that is unheard of. In India, these fathers do exist—but are often invisible in media, policy, and popular storytelling.

But that doesn’t mean the emotional truth of these ads isn’t resonant. Representation isn’t always about literal demographics. Sometimes it’s about emotional aspiration—what we want our society to look like. A single dad who’s present, capable, and emotionally open… that’s an image many of us want to believe in. As millennial men become parents, many are actively rejecting the cold, detached masculinity they grew up with. Social media is awash with dad influencers—men who share babywearing tutorials, toddler meal plans, and school project hacks with the same earnestness once reserved for gym selfies.

“From where I stand as a filmmaker, the solo father is still a bold choice—but a welcome one. He brings emotional complexity to the frame, and that excites storytellers. Pitch rooms are warming up to him. But you see, truth always finds its way to the screen,” says Denis. In India, author Sujata Parashar’s book ‘Going Solo: Raising Happy Kids’ explores the many hurdles and learning curves single parents navigate. It also focuses on the stories of 11 single fathers and mothers who have also been featured in a separate section of Going Solo.

“Indian audiences are increasingly embracing the portrayal of caregiving solo fathers. These characters strike a chord because they reflect a version of fatherhood that feels both new and necessary. As families become more diverse and gender roles continue to shift, brands are stepping beyond the traditional ‘ideal family’ narrative to showcase relationships that are more emotionally layered and authentic. The solo father is just one figure in this larger shift toward inclusion, relatability, and progressive storytelling,” highlights Saurabh Pacheriwal, co-founder at Gemius, a marketing agency. Additionally, the ambiguity in these ads—never clarifying whether the father is divorced, widowed, or separated—may be deliberate. It allows for broader identification—you don’t need the backstory to feel the emotion.

These shifts are cultural, yes, but also quietly political. Whether divorced, widowed, co-parenting, or simply emotionally engaged, the new father is a quiet but persistent push against generations of emotional repression. Still, the tension between aspiration and realism remains.

Revolution continues

However, experts remain divided on whether Indian advertising is truly ready to embrace alternative viewpoints through storytelling.

Some believe it’s still early days. Many ads continue to rely on outdated tropes, often portraying fathers as hesitant or secondary participants in parenting. “As an audience, we’re not entirely open to narratives that challenge the norm, and most brands aren’t willing to take that risk either. What we often see is convenience storytelling within safe boundaries,” highlights Sankpal. “Single dad stories don’t work across the board. They tend to resonate most in categories tied to caregiving, emotion, or education. Try pitching a single dad for an energy drink or a motorbike brand, and it might still be seen as ‘off-tone.’ Still, there’s a growing curiosity among clients, especially when the pitch is backed by data reflecting shifting audience values.”

Some are beginning to mirror the shifting contours of society. “Modern family dynamics in advertising are undergoing a visible and intentional shift, and two key figures are emerging as powerful narrative anchors: single dads and strongly opinionated women,” shares Pacheriwal. The appeal often lies in the emotional balance these stories strike—the idea of showcasing strength through vulnerability. It’s a narrative sweet spot that feels emotionally resonant without being risky, making it easier to sell internally. It ticks both boxes: meaningful storytelling that tugs at the heart, while still aligning with brand safety and broader audience appeal.

“If anything, the success of these portrayals signals that Indian audiences are ready for a richer emotional palette. Their response is clear: show us what’s real, and we’ll connect. For brands and creatives alike, that’s a powerful opportunity,” Deepmala says. And as fathers see themselves reflected, finally, in tender, everyday moments of love and responsibility, a new narrative begins to form.

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