Friendship Day is more than just a date on the calendar, it’s a celebration of the bonds that shape our lives. From childhood friends we shared our tiffins with to the college buddies we bonded with over chai at the local tapri, these relationships define us. Brands have long recognised the significance of these connections, crafting memorable campaigns that resonate with our emotions till date and add a touch of magic to this special day.
As we stroll down memory lane, let’s recall the heartwarming moments captured by iconic Friendship Day ads. Think of KFC’s campaigns that brought friends together over a bucket of chicken or Dominos’ promise of delivering joy in a box or Airtel’s “Jo Tera Hai Wo Mera” campaign that beautifully encapsulated the essence of sharing and caring among friends? These campaigns didn’t just sell products, they celebrated the spirit of friendship in ways that left a lasting impact.
In addition to these, several other brands such as MakeMyTrip, Venus Gillette India, Fevicol, PepsiCo India, and more have crafted thoughtful Friendship Day campaigns that continue to resonate with audiences. In this listicle, we’ll revisit some of the most unforgettable Friendship Day campaigns that have graced our screens and hearts over the years.
Here are some iconic Friendship Day campaigns from over the years:
KFC
In 2016, around Friendship Day, KFC introduced their ‘Friendship Bucket’ and launched a commercial to promote it.
The TVC conveyed the message that friends are different yet united. It celebrated ‘unlikely friendships’ with the slogan, “Dost jitney alag hote hain, Friendship utni kamal ki hoti hai!” The ad illustrated how unique friends can be the best company.
The TVC opens with two friends sitting in a KFC restaurant, communicating in sign language. One of them is specially-abled. The specially-abled friend questions why his friend hasn’t gone to the movies with their other friends. He suggests that his friend would have had more fun with the others, especially since he can’t even talk. The friend responds by pointing out that while the specially abled friend says he can’t talk, he has been chatting away all this time.
Cadbury Dairy Milk
Cadbury Dairy Milk’s #HeartTheHate campaign was launched in 2019, featuring a Friendship Day film that addressed the issue of cyberbullying. The film highlighted the role of friends in combating online negativity by sending Purple Heart emojis to show their support.
Conceptualised by Ogilvy India and Facebook, the campaign garnered significant attention. The message of countering trolls by rallying behind friends resonated strongly with audiences, contributing to the campaign’s widespread acceptance.
Lay’s
In 2018, Lay’s elevated its proposition of ‘The Real Flavours of Life’ with an ad film for Friendship Day titled ‘College Canteen + No Network = #RealFlavoursOfLife.’ The film encouraged youngsters to look up from their screens and engage with real-life moments.
Set in a typical college canteen, the ad depicts students transitioning from being absorbed in their own worlds to celebrating genuine moments with friends, even after their phone network is restored.
MakeMyTrip
In August 2023, MakeMyTrip launched a social media campaign celebrating the long-standing friendships that have continued from school to adults.
From bench partners to travel partners, friendships evolve but the trust and companionship always remain the same, on this sentiment the brand brought to light the friends that have stayed together over the years.
Gillette Venus
In 2022, Gillette Venus, the female hair removal brand, launched its Friendship Day campaign, #LoveYouToVenusAndBack, featuring creators Prajakta Koli, Barkha Singh, and Sanjana Sanghi.
The campaign film showcased three real-life best friend duos in heartfelt and candid conversations. They discussed their favorite things about each other and shared how they have helped each other overcome fears and inhibitions.
PepsiCo India
PepsiCo’s digital campaign #BackToSchool, launched around Friendship Day in 2014, invited viewers to revisit cherished memories.
The video beautifully portrayed the journey of four friends who, from eating and playing together to studying and growing up, prepare to face the real world—always supporting one another.
The campaign resonated deeply with audiences and achieved significant success.
Fevicol
In a social media campaign in 2023, Fevicol shared an image of three friends sitting on the side of the road, one of them on a Fevicol’s empty bucket.
The brand, interestingly framed that image as ‘Dosti aisi karo ki saalon tak saath raho’ reiterating their brand idea and simultaneously highlighting the ‘long-jod’ of friendship.
Airtel India
In 2012, just a year after launching the popular campaign ‘Har Friend Zaroori Hai’, Airtel introduced the iconic ‘Jo Mera Hai Woh Tera Hai’ campaign, just in time for Friendship Day. Taproot India conceptualised this campaign for the brand after the success of its predecessor ‘Har Ek Friend Zaruri Hota Hai’, both of which remain in our happy memories.
The campaign embraced the theme of friendship through a lively song, with lyrics crafted by Amitabh Bhattacharya and music composed by Ram Sampath. The campaign highlighted the modern dynamic of friendships, showcasing how friends today share every thought and update with each other, often through the digital realm.
Domino’s India
In 2016, Domino’s India released a memorable ad featuring three children savoring their pizzas while discussing their future and promising to stay in touch as they grew up.
The commercial concludes on a heartwarming note, showing that the children, now adults, have kept their promise and continue to celebrate Friendship Day together.
Zivame
In July 2015, Zivame launched the #ChaddibuddyContest on social media to commemorate Friendship Day. The contest’s concept revolved around the idea that many Indians have cherished childhood friends, or ‘chaddi buddies,’ with whom they share countless memories.
The campaign aimed to celebrate this unique and treasured bond between friends. The brand rolled out a series of creatives featuring playful lingerie puns.
