Brands show how friendship can go beyond the normal meaning

This special day, brands send out messages asking us to celebrate those special moments with each friend who has been there with us in the thick and thin

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Brands show how friendship can go beyond the normal meaning

With most brands celebrating the bond of friendship on digital, this Friendship Day, brands show how the special day can be celebrated with all kinds of pals who have been there with us in the thick and thin. It could be an object, a product or just about anything that matters immensely in our lives.

Pass Pass

Pass Pass has come up with a short video to celebrate the idea of 'Friendship', where we acknowledge and celebrate the close friendship bonds in every relation in our lives. This video encapsulates the closeness of hearts by reliving the memories of those relationships at a time when social distancing is a must.


In a creative way, Medimix has listed three types of friends — one who buzzes with freshness, one who's spotlessly clean and one who has always got your back. In this campaign, the brand has asked people to tag their friends and let them know who they are on this Friendship Day.



Mentos rolls out a digital campaign about friends new and old who enriched lives over the last few months.

The campaign focuses on highlighting ‘Fresh Ways’ of connecting while staying at home. The brand has collaborated with popular digital faces, including Shantanu Maheshwari, Ashnoor Kaur, Ritvik Sahore and Mayur More to curate a digital film where they are seen interacting with each other virtually, sharing fun and humour over a Mentos. Whether it is to celebrate a friend’s fresh baking skill, or have a horror-movie marathon together or even prep your friend for an interview!

This digital film presents a slice of life that is relevant to its young target audience of 18-24 years of age.

KamaSutra condoms

KamaSutra condoms bring its best friend that is ‘Pleasure’ everywhere. The post reads ‘Friends that are inseparable for eternity’.


Hudson Canola Oil

Hudson Canola Oil’s Friendship Day campaign depicts the purity of the oil that cares one’s health like a best friend. 

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Rio Pads

Sanitary napkin brand Rio has asked women to mention their #FlowBuddy to those they share situations of their menstrual days.


A post shared by The Rio Pads (@theriopads) on

Manforce condoms

Manforce condoms, in its own quirky way, posted a creative, "For all those who have friends with benefits, we have a band with benefits".

Smule and Radio Mirchi

Social singing app Smule and Radio Mirchi created a magical bond between music and friendship with a new anthem, “India Jam Karega”.

What started out as an ad jingle took an interesting turn of events. They say three times a charm. Well, the charm worked right its way up when real-life musical buddies Benny Dayal, Shalmali and Sneha Khanwalkar, jammed with each other to create a foot-thumping music track dedicated to their spirit of friendship.

Kansai Nerolac



Friendship Day