In the ever-evolving world of parenting, equality may be rising — but the applause isn’t always evenly shared. While both parents change diapers and lose sleep in equal measure, it’s often mom who gets the hugs, the credit, and the fridge art.
This Father’s Day, Babyshop has teamed up with Publicis Dubai to shift the balance — or at least, tilt it slightly in dad’s favour. Their new campaign, titled This One’s for Dad, offers fathers a clever, science-tinged advantage in one of the earliest (and cutest) parenting rivalries: being their baby’s first word.
Streaming now on Anghami, the specially curated playlist is more than lullabies — it’s an audio strategy. Designed with repetitive speech patterns and musical cues, each track subtly encourages babies to form the sounds of “Dada”, “Papa”, and “Baba”, turning simple melodies into secret weapons in the race for verbal glory.
“The insight was simple: moms get most of the glory, dads get most of the gear,” explains Vicky Kripalani, Business Lead at Publicis Groupe. “With Babyshop, we flipped the script—giving fathers a voice in those intimate early moments, one catchy tune at a time.”
To complement the playlist, the brand also released a series of tongue-in-cheek Father’s Day greeting cards that nudge dads to press play — and start their mission. Equal parts adorable and ambitious, the campaign doesn’t hide its playful tone. After all, a little gentle manipulation in the name of love is something most parents can understand.
Mitin Chakraborty, Head of Marketing at Babyshop, sees it as more than just a stunt. “We’ve been part of parents’ lives for years, sharing in the chaos and joy of raising little ones. This Father’s Day, we wanted to do something different. A fun, light-hearted way to help dads hear their favourite word first. Because sometimes, a small win means everything.”
This One’s for Dad fits into Babyshop’s broader brand approach — one that embraces the real (and often messy) side of parenting. By acknowledging the emotional ups and downs, and by finding humour in the high-stakes world of firsts, the campaign resonates with today’s modern families.
