The campaign has been conceptualised by Zero Gravity Communications, India's leading integrated communication consultancy.

"Today's hectic life and realigning priorities of GenZ leaves little time for them to spend with their fathers," says Pathik Shah and Rushabh Shah, executive directors at Jivraj9.

"The campaign encourages the youth to spend more time with their fathers, whether over a cup of tea or otherwise. As a brand, we always strive to touch upon the theme of strengthening bonds over a cup of tea, and we thought Father's Day is an apt occasion to convey this message on the father-child relationship," adds the duo.

"The campaign aims to highlight the increasing distance between father and children due to changing priorities in today's world. Credit goes to our team '#theideapeople' for conveying this message beautifully through a meticulously-crafted ad film," concludes Khushboo Solanki Sharma, co-founder of Zero Gravity Communications.

The campaign consists of a three-minute-long film that asks the youth how much time they spend with their fathers. Almost all children in the film are unanimous in that their fathers are busy and spend less time with them than during their childhood days.

The latter part of the campaign surprises the youth by making them listen to the recordings of their fathers' messages for them. Most fathers say that they are aware of the dreams and ambitions of their children and are striving hard to connect with them by staying updated with the current trends such as reels and films.

In the end, the campaign encourages Gen Z to spend more time with their fathers over a cup of tea. The campaign aims to strike an emotional chord with the audience through its unique messaging and delivery.

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