To the young generation that is tuned into the nuances of social media, things become a reality only when it starts to ‘trend’. It was this idea that inspired the character of Rob or Ruben, a cool Kochi-based ‘ice cream stick dude’, who lives in the world of ‘virtual’ reality. This ‘full of life’ ice cream stick, which has a Meriiboy link, represents the younger generation, and though Father’s Day is the main theme of the video, it is hard to ignore the satirical depiction of ‘social’ dependency prevalent among youth. And sure enough Rob’s antics has now become the talk of town and is ‘trending’ online. YouTube.
“The idea was to make the Fathers day wish a little less emotional and a lot more natural and fun, says the Bangalore-based Shibli Rasheed, Head Digital, Push Integrated Communications.
“Fathers Day is a foreign concept and we looked at it from the perspective of a young person in Kerala and how his father reacts, with a pinch of humour,” says Shyam Sagar, Associate Creative Director .