boAt has rolled out a campaign, 'Baap Of All Times', on the occasion of Father's Day.

The campaign comprises a film. At the heart of the campaign is a fictional boAt smartwatch, designed with quirky, relatable features that reflect every dad’s unique personality and habits. From a step counter that logs everything from rivers crossed to mountains climbed (according to dad logic), to urgent custom alerts like “Flight in 8 hrs - Leave Now!”, this watch goes beyond the ordinary. It auto-replies with a thumbs-up, swaps out standard sports modes for a dedicated Yoga Mode that even tracks laughter yoga calories, and comes equipped with DadBot - a built-in AI that delivers an endless stream of classic dad jokes on demand. It’s everything a dad never knew he needed, all on his wrist.

What we think about it: The campaign hits the sweet spot between humour and heart with a fictional smartwatch tailor-made for dads. Instead of going broad or sentimental, the narrative leans into the quirks - the thumbs-up auto-replies, a Yoga Mode that counts laughter yoga calories, and tech that mirrors the hilariously earnest way dads interact with their devices. Witty and warm- the film is a perfect blend of parody and affection that makes one laugh.

A boAt spokesperson said, “Dads don’t say much. But they’ve been saying this all along, with a thumbs-up. We wanted to turn that insight into something meaningful and hilarious. This watch is packed with features they’ll laugh at, relate to, and genuinely use. It's our way of saying: we see you; we love you, and here’s your smartwatch, finally.”