The Bear House, a Bangalore-based contemporary men’s apparel brand specialising in smart casuals, launches an emotionally charged campaign this Father’s Day. The campaign encourages fathers and children to express their love through something as simple, yet powerful, as a hug. With this initiative, The Bear House sparks a fresh, heartfelt conversation around emotional connection and physical affection between fathers and their children.
Rooted in the belief that emotional expression is a strength, the campaign highlights the often-unspoken bond between dads and their sons, urging them to break free from social conditioning and embrace something as simple, yet powerful, as a warm, public hug.
In many Indian households, distance and silence have often defined the dynamics between fathers and sons leading generations of men to repeat the cycle by copying their fathers’ take on masculinity. Affection has often been equated with awkwardness through years of being conditioned to keep feelings and emotions in check.
“Sons and fathers often share love in quiet, reserved ways. We want to break that barrier—publicly and proudly,” said Tanvi Somaiya, Co-Founder of The Bear House. “Through this campaign, we’re championing the softer side of masculinity. Our products have always stood for quiet confidence. This campaign extends that ethos—encouraging men to express affection as freely as they express their style. The ‘Big Bear Hug’ is a small act, but it carries a powerful message.”
