The campaign highlights simple, unspoken acts of friendship and emotional connection.
This Friendship Day, BOBCARD LIMITED, a wholly-owned subsidiary of Bank of Baroda, unveils a heartfelt new campaign titled “Dosti Aisi Ho Toh #AurKyaChahiye.” Focused on the quiet, dependable bonds between friends, the campaign celebrates real friendship moments – ones that don’t need words or grand gestures.
Moving away from product-heavy promotion, BOBCARD leans into storytelling with a series of slice-of-life digital films that showcase genuine, everyday acts of support – like showing up unannounced or stepping in without being asked. The campaign resonates emotionally with viewers across all age groups.
“Our goal was to celebrate friendship in its purest form,” said Ravindra Rai, MD & CEO, BOBCARD. “We wanted this to feel like a reminder to pause and appreciate those who’ve always had our backs.”
The campaign features user-generated content, with a social media contest inviting people to share their friendship stories using the hashtag #BOBCARDDostiStories. Participants stand a chance to win Amazon vouchers and be featured among the top 20 stories.
BOBCARD also rolled out exclusive Friendship Day offers for cardholders, including:
- Myntra (till Aug 10): Up to 12% off
- Ajio (till Aug 17): Up to 12% off
- Flipkart (till Aug 8): Up to 10% off with EMI benefits
- JioMart (till Aug 15): 7.5% off on non-grocery items
- EaseMyTrip (till Aug 6): Up to 25% off on travel
With this campaign, BOBCARD reinforces its shift toward lifestyle-centric branding – connecting emotionally with users, much like the friendships it celebrates.
