Celebrating unconventional friendships, laying emphasis on physical presence instead of sharing digital messages and sharing the funny side of friendship — this International Friendship Day brands tried an array of messages and ad films to strike a chord with consumers on this special occasion.
It was a perfect opportunity for brands across categories to showcase their creativity to connect with users on one of the most celebrated occasions, especially among the youth.
From digital videos to activations to social media creatives spreading conversations, contests and powerful messages, brands left no stone unturned to stay relevant among the audience. Here are a few of the most striking campaigns.
IDBI Federal Life Insurance: #KeepMovingTogether
Extending its #KeepMoving philosophy, IDBI Federal Life Insurance, through the #KeepMovingTogether film this Friendship Day, tried to communicate the message that it is important to physically connect with our loved ones and nurture these friendships.
Reaching out to millennials and to encourage them to spend time with their friends as it is long overdue, the video emphasises that bonding that can happen through physical presence is not possible through mere digital conversation.
SBI Life Insurance
With a thought that conversations are vital to increase awareness about the importance of life insurance, SBI Life Insurance sent Friendship Day messages on Twitter. Acknowledging the industry’s common dream of a well-protected and insured India, SBI Life through Twitter conversations to life insurers across the country, triggered a chain of positive conversations from its peers in the insurance space and other social media users. The campaign has been designed and executed by WATConsult.
Hey @Kotak_Life, you protect lives and spread smiles. So do we and that makes us friends for life. Happy #FriendshipDay in advance! #ForFriendship pic.twitter.com/VoR5Z44jZM— SBI Life Insurance (@SBILife) August 2, 2019
Hey @TataAIA_Life, #FriendshipDay is just around the corner. Let’s continue doing what we do; protect lives and smiles. #ForFriendship pic.twitter.com/BORcaUFBtI— SBI Life Insurance (@SBILife) August 1, 2019
Hey @BajajAllianzLIC, it’s time we set new benchmarks to friendship goals, for we both work towards the same cause i.e. a well protected and insured India. Happy #FriendshipDay! #ForFriendship pic.twitter.com/jeT1g2isjf— SBI Life Insurance (@SBILife) August 1, 2019
Hey @ICICIPruLife, this #FriendshipDay let’s together celebrate our common goal of a well protected and insured India. #ForFriendship pic.twitter.com/gBrTLVYJGk— SBI Life Insurance (@SBILife) August 1, 2019
Hey @PNBMetlife1, here’s to the shared dream of a well protected and insured India. Happy #FriendshipDay in advance! #ForFriendship pic.twitter.com/gvIJgTAlt9— SBI Life Insurance (@SBILife) August 1, 2019
To celebrate unconventional friendships through social media campaigns, Honor has launched a campaign called “Friendship Zara Hatke”. Running on social media, the campaign aims at embracing the friendships that go beyond the realm of convention and do not fit into the generic understanding of a friendship.
Through this campaign, Honor has urged the audience to break the stereotypes and cherish unconventional friendships that we share and that do not come with a friendship tag. This includes friendships that go beyond age, generation gaps and socio-cultural boundaries.
Apart from running a few videos as the part of the campaign, the brand will also run a contest for the audience asking them to share their #FriendshipZaraHatke stories, where best entries will stand a chance to win exciting goodies from Honor.
Featuring Sara Ali Khan and Aditya Seal, Vivo India had launched a video asking the audience their style of friendship. The video shows how friendship is endless trolling, sharing and being supportive. With a contest alert, the brand has urged viewers to share their style of friendship with a selfie using #FriendsWithStyle to win the smartphone VivoS1.
Nyle, the natural hair care brand from the house of Cavinkare, ran a digital campaign #ThankYouBestie and #ThankYouNyle till August 4, 2019. As part of this campaign, consumers were invited to share their recollection of a best memory with their bestie by tagging them on Facebook and Instagram page of Nyle along with a photo and #ThankYouNyle and #ThankYouBestie.