Being a dad is in your nature, says Anmum

Through a heart-warming series of videos, Anmum together with its agency BBDO Singapore has developed the ‘Anmum and Dad’ campaign to remind men that being a father is very much in their nature.

Primus Nair, Executive Creative Director of BBDO Singapore says: “Many dads have an innate fear that they are not built for parenting. We want to dispel that fear by reassuring all dads that parenting is, in fact, in their nature.”

Corine Ooi-Bremner, group GM of global maternal and paediatrics for Anmum says: “With the right support, mums can definitely make amazing possibilities happen, and there really is no greater supporter than her partner. This campaign is dedicated to all the fathers who do a great job. We think they deserve a big thank you this Father’s Day.”

#AnmumandDad launches with three videos that mimic nature documentaries, drawing parallels between modern-day dads in real-life scenarios, with their counterparts in the animal kingdom, showing real men succeeding in being great dads.

To further support dads on their journey, three beautifully illustrated storybooks have also been created as a tool for them to facilitate the special bond between dad and child through the activity of story-telling.

Watch the videos here:



#AnmumandDad will launch this Father’s Day across six markets – Hong Kong, Vietnam, China, Singapore, Malaysia and Philippines. The storybooks will be available through online purchases of Anmum products in China and Vietnam.