Mumbai, 11th June, 2025: MediBuddy, India’s largest digital healthcare company, has launched a poignant new campaign—#JustDadThings—ahead of Father’s Day, turning the spotlight on the often underrecognised sacrifices fathers make. Crafted within a meticulously designed miniature world, the campaign is a gentle but powerful reminder that while fathers have always stood in the background, ensuring everything runs smoothly, they rarely prioritise their own health and well-being. MediBuddy’s initiative encourages families to bridge that gap by taking the first step towards their father’s health.
What sets the campaign apart is its innovative use of AI-assisted visual design to craft a miniature world rich in emotional nuance and intricate detail. This fusion of technology and creativity brings to life a setting that feels both nostalgic and intimate. The campaign gently spotlights the quiet devotion of a father—whether it’s never missing a school pickup or silently skipping his own doctor’s appointments. It captures the contrast between how fathers consistently show up for their children while often sidelining their own health, not out of neglect, but out of selflessness and routine. With a strong emotional core, #JustDadThings becomes a touching reminder that looking after a father’s health is one of the most meaningful ways to give back.
In a cultural context where men are less likely to seek preventive care and often avoid regular health check-ups, the campaign is especially relevant. Fathers, in particular, tend to downplay symptoms and delay screenings, which can lead to more serious health issues over time. MediBuddy’s message is timely: in a world that often celebrates paternal strength in silence, it’s time to respond with thoughtful action by ensuring regular health checks and timely medical interventions.
Speaking on the campaign, Manu Sankar Das, Head of Brand Marketing at MediBuddy, 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.”
Conceptualised and produced by MediBuddy’s in-house creative team, the campaign film runs 36 seconds and is being amplified across digital and social media platforms in the lead-up to Father’s Day.
