- EMotorad joins the movement, bringing India’s dads both support and freedom this season
National, 13th June 2025: Frido, a leading D2C healthcare brand in India, is reimagining Father’s Day by shifting the focus from symbolic gestures to something far more meaningful – genuine care and everyday comfort for the one who rarely asks for it. The brand’s new campaign, “This Father’s Day, gift him what he truly KNEEds”, is rooted in a simple yet powerful truth: while fathers go to great lengths to support their families, they often overlook their own physical well-being.
The campaign brings this insight to life through Frido’s Active Knee Cap, designed to ease strain and offer everyday support to knees that have powered through years of quiet responsibility. By tapping into something deeply relatable, Frido encourages families to move beyond surface-level gifting and choose comfort that truly lasts.
To bring the campaign to life at scale, Frido leveraged a full-funnel amplification strategy. The brand rolled out influencer-driven storytelling on Instagram, spotlighting real, relatable moments between fathers and their families. It also activated high-visibility OOH placements across major metros and ran engaging social media contests that encouraged users to share personal stories about why their fathers deserve the gift of comfort. This multifaceted approach ensured that the campaign reached audiences across both digital and physical spaces, building strong emotional and cultural relevance.
As part of the campaign, Frido has partnered with EMotorad, India’s leading e-cycle brand, to create a unique Father’s Day gifting experience. While Frido offers comfort for dads to unwind, EMotorad adds a sense of mobility and adventure with its smart, sustainable e-cycles. Whether it’s relaxing at home or riding out, the collaboration celebrates every kind of dad.
Speaking on the initiative, Ganesh Sonawane, Co-Founder and CEO at Frido, said, “Most fathers carry on without ever saying a word about their own discomfort. This campaign is our way of shifting the spotlight, just for a moment, onto them. At Frido, we believe comfort isn’t a luxury, it’s a quiet form of care. This Father’s Day, we wanted to go beyond the usual and offer something that actually makes a difference in their everyday life. Teaming up with EMotorad helped us complete that thought – whether it’s rest or movement, every dad deserves a gift that understands him.”
Kunal Gupta, Co-Founder & CEO, EMotorad, said, “Growing up, I saw my dad put his heart into everything he built. That mindset shaped a lot of what EMotorad stands for. This collaboration with Frido felt like teaming up with someone who shared that same drive to create more than just products, but real possibilities. This Father’s Day, we want to celebrate that quiet, persistent drive in every father. With this campaign, we want to show that a meaningful gift can keep him moving, just like he always has for us.”
With this campaign, Frido continues to lead the conversation around meaningful health-first gifting, reinforcing its role as a one-of-a-kind innovator in Indian homes. This Father’s Day, the brand encourages families to move beyond the expected and honour the man who always stands strong for everyone else.
