Do you remember the last time your father helped you shop for lingerie or activewear? Likely not, because in the Indian society, this is traditionally a mother’s role, who shares a unique bond with her daughter, being her go-to comfort zone, especially in those crucial years of puberty. Breaking stereotypes, SOIE, a prominent lingerie brand from Ginza Industries Ltd., has launched its first heartwarming campaign highlighting a special father-daughter relationship. The campaign, launched with a brand film beautifully portrayed the bond between a father and daughter, focusing on the thoughtful gesture of a father purchasing activewear for his daughter to support her fitness journey.
The advertisement challenges stereotypes by depicting a father choosing innovative and stylish activewear for his daughter, despite her initial reluctance to open up to him, ensuring she has the best for her workouts and enjoys a weekend cycling trip with her friends. The campaign highlights the versatility and high-quality materials of SOIE’s latest collection, crafted to provide maximum comfort and support for various activities, from gym workouts to yoga sessions, from a daily running and cycling routine to even casual wear. The campaign emphasizes on the significance of family support and the meaningful actions in a parental relationship that promotes body positivity and emotional well-being.
Talking about breaking stereotypes Amrit Sethia, Vice President, SOIE – Ginza Industries Ltd said “We wanted to create a campaign that not only showcases our new activewear collection but also tells a heartfelt story that resonates with our audience. The bond between a father and daughter is special, and through this campaign, we celebrate those small yet significant gestures that show love and support. Our campaign illustrates the same, as we showcase the emotional support by a father making his daughter feel confident and comfortable. Meticulously crafted for durability, flexibility and style, at SOIE, we ensure premium craftsmanship and thoughtful details, with utmost importance given to quality, in order to celebrate every body type.”
With this campaign of ‘Weaving Deeper Bonds’, SOIE celebrates all those special Fathers whose unconditional love ensures uncompromised comfort and care, transforming disappointments into delights by intuitively understanding their children’s desires. With surprising actions, they make every dream, big or small, come true, highlighting the profound impact of their support and love.
