Plant-focused brand Ugaoo has brought Jackie Shroff and Tiger Shroff together for its latest campaign, using their father-son relationship to make plant parenting more culturally relatable.
Humour meets a familiar celebrity dynamic
The campaign film, conceptualised and produced by Kulfi Collective, builds on Jackie Shroff’s well-known passion for plants. It humorously imagines Tiger’s childhood as a competition for his father’s attention, with his backflips, bodybuilding and flexibility portrayed as attempts to outdo Jackie’s plants. White Rivers Media is the campaign’s digital media partner, extending the creative into digital distribution.
Turning authenticity into brand equity
Ugaoo founder and CEO Siddhant Bhalinge said the campaign builds on the brand’s belief that plant parenting can be easy and enjoyable. Jackie Shroff, who has been associated with Ugaoo for more than a year, said the partnership allows him to speak about a subject he genuinely cares about while introducing more consumers to plant parenting.
For marketers, the campaign demonstrates how celebrity partnerships can work beyond conventional endorsements. Instead of simply placing two recognisable faces around a product, Ugaoo has used an existing public association—Jackie’s affinity for plants—and added a family narrative to create entertainment value.
The Last Word
As lifestyle categories compete for attention, authentic celebrity associations combined with relatable storytelling can help brands turn niche interests into mainstream cultural conversations.