India, 2nd August 2025: Friendship Day gets a relatable twist this year with Bingo!’s new campaign, ‘From BFF to FF – Forgotten Friend’, conceptualised and executed by Tonic Worldwide.
The campaign spotlights in its quirky tonality, the bittersweet reality of friendships that shift when BFFs find BAE. With its signature humour and relatability, it captures an all-too-familiar scenario: when a best friend finds a new partner and you suddenly go from ride-or-die to left on read.
Through a series of digital films, social media activations, and influencer collabs, the campaign features relatable characters and hilariously captures the experience of forgotten friends – the ones whose plans get rescheduled, replies start slowing down, and hangouts get replaced by ‘candid couple shots.’
This Friendship Day, Bingo! invites all sidelined besties to join the #FF, Forgotten Friend movement, share their stories, tag the ‘traitor friends,’ and celebrate the bond that once was, in true Bingo! style. Participants stand a chance to win exciting goodies and become ‘unforgettable’ once again.
With this campaign, Bingo! continues to own the snacking-for-friends space, blending laughter, storytelling, and a bold take on modern friendship dynamics in 2025. The films will go live across social platforms, encouraging friends everywhere to join the #FF movement and finally call out their BFFs for forgetting them.
Speaking about the campaign, Josna Joseph, Senior Creative Director, Tonic Worldwide said, “We’ve all been there the friend who disappears the moment they find someone new. This Friendship Day, we’re shining a light on the real MVPs: those loyal friends who are left behind when cupid strikes. Our two films use a bold PSA format that’ll make you stop mid-scroll and think, ‘Wait, am I that friend?’ or ‘Have I been forgotten?’ It’s raw, it’s real, and it hits different because we know friendship isn’t always picture-perfect.
Bingo is a true snack partner through late-night venting sessions, the post-breakup binges, and especially when your other friends are too busy being in love to remember you exist. Because real friendship isn’t seasonal, neither is BINGO!”
