Papa Kasam
Tata Mutual Fund | Father’s Day Campaign Case Study
The Campaign
Papa Kasam was created for Tata Mutual Fund as a Father’s Day investor education film, using stand up comedy to connect a familiar truth about fathers with the discipline of SIP investing.
Conceptualised, written and produced by Imprint Film, the campaign turned a simple human observation into a humorous brand story designed to make financial communication relatable and memorable.
The Brief
The objective was to create a Father’s Day film for Tata Mutual Fund that could make investor education feel human, relatable and entertaining.
The communication needed to connect the discipline we often associate with fathers to the discipline of SIP investing, without making the film feel instructional or overly financial.
The Insight
Fathers often teach discipline without calling it discipline. From being on time to saving regularly, their everyday habits quietly shape the way we think and behave.
That became the creative bridge. If consistency is something we naturally associate with fathers, SIP could be spoken about through the same familiar lens.
The Idea
We built the film around a simple thought: “Jaise Papa, waise SIP.”
The idea was to use stand up comedy to turn familiar observations about fathers into a relatable conversation about consistency and investing. Instead of explaining SIP directly, the film used humour to make the message feel natural, entertaining and easy to remember
The Execution
The film was executed in a stand up comedy format, keeping the tone conversational, observational and light. The performance, writing and pacing were designed to make the financial message feel like part of the joke rather than an interruption to it.
From approval to final delivery, the campaign was turned around in under 48 hours. Imprint Film handled the project end to end, from concept and script through production and post production.
The campaign was creatively led by Raj Konar, Founder and Creative Director at Imprint Film.
The Results
The campaign generated 17.7 million views, with 54% of the views coming organically.
It also earned coverage across leading advertising and media publications, helping the campaign travel beyond the film itself and strengthening its visibility within the industry.
Recognition
Papa Kasam won Gold for Excellence in Occasion Marketing at the ET DigiPlus Awards 2026 and was shortlisted in two categories at the SMARTIES India 2026 Awards.
The campaign also received coverage across ET BrandEquity, Adgully, MediaNews4U, IndianTelevision, MediaBrief and other industry publications.
View the official ET DigiPlus Awards 2026 winner listing
The Imprint
17.7M views. 54% organic. Industry recognition and a Gold at ET DigiPlus. More importantly, a financial message that people chose to watch, engage with and remember.
That’s the kind of imprint we set out to create.
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