Mumbai: This Friendship Day, BOBCARD LIMITED, a wholly-owned subsidiary of Bank of Baroda, is tugging at heartstrings with a new campaign that’s as real as friendship gets. Titled “Dosti Aisi Ho Toh #AurKyaChahiye”, the brand’s latest initiative is a touching celebration of dependable, no-frills friendships — those who show up unannounced, pick up the pieces silently, and bring comfort without words.
Moving away from overt product marketing, BOBCARD leans into storytelling with a series of short, slice-of-life video films that depict the small, unspoken gestures between friends that often go unnoticed but leave a lasting impact. From split-second decisions to quietly covering for a buddy in need, the campaign’s subtle warmth strikes a chord with viewers across generations.
“We wanted this to feel less like a brand/marketing campaign and more like a nudge, a celebration of our purest relationship. A moment to pause, smile, and remember the friends who have had our backs always, in big ways and small,” said Mr. Ravindra Rai, MD & CEO, BOBCARD.
With its signature simplicity, the campaign uses digital-first storytelling and real human reels to spark reflection — asking viewers to cherish the people who stood by them during life’s unpredictable turns. The creative execution, led by BOBCARD’s in-house team in collaboration with youth-focused content partners, focuses on emotional resonance over product push, aligning with the brand’s broader shift toward lifestyle-led positioning.
The brand has also launched a social media contest — “Tell Your Dosti Story & Win!” — inviting users to tag their most loyal friends and share anecdotes about their bond. Participants stand a chance to be among 20 featured stories and win Amazon vouchers.
To enter, users must tag @BOBCARD on Instagram and use the hashtag #BOBCARDDostiStories. (T&C apply)
To round off the campaign and offer extra value to cardholders, BOBCARD has rolled out attractive Friendship Day offers across leading platforms:
Myntra (July 31–Aug 10): Up to 12% instant discount
Ajio (Aug 1–17): Up to 12% off on fashion
Flipkart (July 31–Aug 8): Up to 10% off with added EMI perks
JioMart (Aug 1–15): 7.5% off on non-grocery sitewide orders
EaseMyTrip (July 29–Aug 6): Up to 25% off on flights and hotels
With “Dosti Aisi Ho Toh #AurKyaChahiye”, BOBCARD continues its journey from being seen purely as a credit card issuer to becoming a brand that deeply understands emotions, everyday decisions, and modern lifestyles — creating a relatable, human connection that mirrors the brand’s own reliability and care.
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