Mumbai: Mahindra Rise has unveiled its latest Father’s Day campaign, ‘Ask Dad About Dad’, a thought-led initiative that encourages families to question the assumptions they carry about those closest to them and start more meaningful conversations.
Created in collaboration with creative partner Schbang, the campaign builds on Mahindra Rise’s ongoing #RethinkTheBias platform, which explores how unconscious assumptions shape perceptions and behaviour. This time, however, the narrative shifts inward—towards relationships within families.
At the centre of the campaign is a simple but emotionally resonant premise: asking children what they truly know about their fathers beyond routines, roles and everyday familiarity.
The film explores questions that rarely surface in day-to-day family conversations—what fathers fear, what brings them joy, what dreams they once had, and how they respond to difficult moments.
Rather than relying on scripted storytelling, Mahindra Rise invited its own employees and their families to participate in the campaign. Seven families came together without preparation or rehearsal, engaging in unscripted conversations designed to reveal perspectives that had remained unexplored despite years of closeness.
Produced by 1947 Films, the campaign captures spontaneous interactions and genuine responses as participants confront how familiarity can often replace curiosity.
Across the conversations, a common thread emerged—children frequently realised their assumptions about their fathers did not fully reflect who they were, not because of a lack of affection, but because certain questions had simply never been asked.
The campaign draws attention to a broader insight around modern relationships. While research suggests that 96% of people say they want deeper family connections, many of those conversations never actually begin.
Instead of positioning the campaign around grand gestures or emotional declarations, Mahindra Rise encourages audiences to take a smaller but more meaningful first step: ask one question that has never been asked before.
The campaign reflects the brand’s continued effort to encourage reflection through storytelling and demonstrate how deeply held assumptions can influence relationships in ways people rarely recognise.
‘Ask Dad About Dad’ is now available across Mahindra Rise’s digital and social media platforms. The brand is also inviting audiences to participate by sharing their own conversations using #AskDadAboutDad and #RethinkTheBias.
