Friendship Day gets a fresh twist this year with Bingo!’s new campaign, ‘From BFF to FF — Forgotten Friend’, conceptualised and executed by Tonic Worldwide. What happens when your best friend starts seeing someone — you get badly sidelined. Through a series of digital films, social media activations and influencer collabs, the campaign hilariously captures the experience of forgotten friends. When Cupid strikes your bestie — plans get rescheduled, replies are slow and you no longer seem to exist.

Sisters take legal action

Rakshabandhan campaigns are sure getting creative. Salty, a young fashion accessories brand, pulled off a wild activation that was absurd, dramatic and fun. It created a microsite where sisters could send printed legal notices to their brothers for forgetting their Rakhi gift. Within 48 hours, 1,500+ legal notices were sent. From Arunachal Pradesh to Ahmedabad, brothers were legally reminded to send a Rakhi gift to their salty sisters. The campaign ‘Salty’s Got a Legal Notice’ attracted nearly 0.2 million visits to the brand’s page in less than 30 hours and raked up half a million impressions on LinkedIn. And most importantly, says the brand, many of the brothers actually bought gifts out of guilt.

Furry siblings

Rakshabandhan is not just about human siblings. Tech-enabled pet care start-up Supertails spotlighted pets in its Rakshabandhan campaign ‘Ghar ke Rakshak’, which championed the idea that our furry companions need to be part of every ritual and tradition as they are as much family. The video shows a Rakshabandhan box specially curated for pet parents as a gift to their furry babies. It was sold on the Supertails website and app, with ₹50 from each sale directed toward the vaccination of street dogs.

A lifelong bond

Tanishq’s heart-warming Rakshabandhan campaign ‘Brothers Written by Sisters’ builds on its Father’s Day film ‘Fathers Written by Daughters’, which captured how daughters influence and reshape fathers’ beliefs. In this film, Tanishq spotlights the sibling relationship, showing how empathy, emotional growth and values are exchanged in the lifelong bond between a brother and sister. It cleverly begins with the same scene as in the Father’s Day film — a nameplate outside the house — and the ending ties in beautifully. Clever script, executed well.

Rainy prompts

Fortune Soyabean Oil is tickling taste buds this monsoon with a unique outdoor campaign that transforms a regular spell of rain into a celebration of pakoda cravings. At the heart of this initiative is a rain-sensing billboard, designed and executed by Laqshya Media Group, which integrates a live weather ticker displaying real-time rainfall updates. The minute it starts raining, the billboard brings up visuals of clouds parting to reveal a freshly plated serving of hot, crispy pakodas, accompanied by chutney and chai, instantly evoking the joy of “baarish ke saath pakode”. Installed at strategic high-traffic zones in Delhi, Jaipur and Lucknow, the innovation bridges technology and tradition in a deeply relatable way.

From reel action to real stunts

Bajaj Auto’s latest campaign for Pulsar has a bold message for youth — ‘Duniya Dekhti Hai. Tu Dikha’. The commercial shows young people in a canteen immersed in their mobile phones, watching reels . Until two young men take out their bikes and perform startling stunts. The campaign urges viewers to break out of the spectator mindset, get out of unreal reels and bring back the real rush. The lines may be good but the campaign has a tired trope feeling — why do bike ads need to rely on dangerous stunts?

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Published on August 11, 2025