Ugaoo has rolled out a campaign, ‘Tiger Aisa Kyun Hai?’, featuring actor father-son duo Jackie Shroff and Tiger Shroff.

Conceptualised and produced by Kulfi Collective, the campaign comprises a film. On the digital front, the campaign will be led by White Rivers Media.

Built around Jackie Shroff’s well-known and authentic love for plants, the film takes an exaggerated, humorous look at what happens when a father’s love for his plants gets a little too much attention. Told through Tiger Shroff’s childhood memories, the story playfully portrays Jackie as a father who consistently prioritises his beloved plants - even over Tiger. From rushing to save a plant during a storm to fussing over his ‘plant babies’, Jackie’s obsession leaves Tiger constantly competing for his father’s attention.

In a hilarious take on Tiger’s larger-than-life personality, his backflips, bodybuilding and quirky behaviour are all attributed to his attempts to outdo the plants and win back the spotlight. The film culminates with Jackie reflecting that, back then, taking care of plants was a difficult task, but today, with Ugaoo, plant parenting has become easier than ever. What was once an all-consuming responsibility can now be made simple - leaving parents with one less thing to worry about, and perhaps giving them more time for their actual children.

What we think about it: The film uses humour and a distinctive narrative to turn Jackie Shroff’s well-known love for plants into an entertaining brand story. The exaggerated idea of Tiger competing with his father’s plants for attention gives the film a memorable comic hook while keeping the storytelling rooted in the brand truth. Most importantly, the brand’s integration feels seamless, with the narrative naturally culminating in the product benefit.

Siddhant Bhalinge, founder and CEO, Ugaoo, said, “At Ugaoo, we’ve always believed that plant parenting can be easy and enjoyable. With this film, we wanted to bring that belief to life, using Jackie’s genuine and well-known love for plants as a starting point, with Tiger adding his own perspective to the story in a fun, natural way.”

Akshat Gupt, director, CEO and co-founder, Kulfi Collective, said, “Jackie sir's love for plants is already such a recognisable part of who he is, so we wanted to build the story around something that felt equally true to Tiger. The fun was in imagining that everything we know Tiger for today (the backflips, the fitness, even that incredible flexibility) was really just the result of a childhood spent competing with Jackie’s plants for attention. That gave us a playful way to weave a father-son story while landing the brand truth about Ugaoo: plant parenting today doesn’t have to demand quite so much of you.”