Miniklub and Social Panga launch Happy Parenting strategy film

Miniklub, an Indian brand for kidswear and baby essentials, has partnered with integrated creative and digital marketing agency Social Panga to launch its latest digital film, ‘The Happy Parenting Strategy’. Released on 19 December 2025, the campaign adopts a light, humorous approach to contemporary parenting, with a focus on the evolving role of fathers. The film positions Miniklub as a supportive partner that simplifies everyday parenting tasks while reflecting changing family dynamics.

Set against the backdrop of modern family life, the film introduces the character of Mr. Dad, played by television actor Gautam Rode. Rode, who is a hands-on father in real life, brings familiarity and credibility to the role. Mr. Dad is portrayed as confident, composed and eager to take charge, presenting his own version of a parenting ‘strategy’ that promises to make parenting a ‘walk in the garden’. His character is designed to complement the mother’s role, reinforcing the idea of shared responsibility rather than traditional stereotypes.

The narrative unfolds through a series of relatable parenting situations framed as missions. These include challenges such as ‘Mission: Get them Dressed’ and ‘Mission: Keep Them Happy’, which reflect everyday moments faced by parents of young children. Mr. Dad approaches each task with enthusiasm and assurance, often discovering that while intention matters, outcomes are not always predictable. The humour is drawn from these moments, with the character acknowledging his efforts through lines such as “That’s how you get it done... or at least try to!” followed by the self-congratulatory “Gosh, I’m so good!”

Miniklub’s products are woven into the story as practical enablers. Referred to as ‘Mission Ammo’, the clothing and essentials are shown as soft, durable and functional, helping parents navigate routine challenges. This integration reinforces the brand’s role without overt product demonstration, allowing the narrative to remain centred on family interactions.

Anjana Pasi, managing director, Miniklub Retail Pvt. Ltd, said, “As a parent, I’ve learned that parenting doesn’t come with a manual. It comes with moments. Some go right, some go hilariously wrong, but all of them matter. This film is our way of celebrating modern fatherhood and reminding families that happy parenting is built on intent, involvement, and love, not perfection.”

From the agency’s perspective, the campaign aims to normalise imperfect parenting experiences. Soumabha Nandi, executive vice president, creative strategy and growth, Social Panga, commented, “Happy parenting isn’t about perfection; it’s about participation, intent and the small, joyful misfires that make families who they are.” He added that portraying fathers as ‘accidental heroes’ helps underline the value of involvement over outcomes.

Himanshu Arora, co-founder, Social Panga, noted that the approach was rooted in authenticity. “By portraying fathers as involved, playful partners, the film brings a fresh perspective while reinforcing Miniklub’s role as a trusted parenting companion,” he said.

The film concludes with the line “Happy Parenting Starts Here” and highlights Miniklub’s retail presence of 80 stores across 40 cities.