BOBCARD’s new campaign brings back memories of that one unforgettable friend — Dosti Aisi Ho Toh #AurKyaChahiye

Film 1: https://www.instagram.com/reel/DMutKy6h3w4/?igsh=aGo1bXJmY2kyNGVo

Film 2: https://www.instagram.com/reel/DMk7GYMPNZd/?igsh=MTRpOGd2ZjhvZHRxeg==

Film 3: https://www.instagram.com/reel/DMc5XkHySTJ/?igsh=b2c1bnk5OW9mYnlx

What’s friendship without the chaos, the comfort, and that classic “bhai tu chhod, main handle kar leta hoon” vibe. Tapping into this very sentiment, BOBCARD LIMITED, a wholly-owned subsidiary of Bank of Baroda unveiled a warm and relatable campaign this Friendship Day that celebrates genuine, no-frills bonds at its core.

Titled “Dosti Aisi Ho Toh #AurKyaChahiye”, the campaign captures the essence of dependable friendships through a series of slice-of-life narratives that highlight unspoken gestures and everyday companionship. Instead of centring around dramatic storytelling or direct product messaging, the campaign leans into the quiet, familiar moments that define real bond, mirroring the very attributes BOBCARD seeks to represent as a brand.

Deployed across the brand’s owned digital channels, the campaign uses short-form video content to portray friends who consistently show up those who offer support without being asked, cover the bill without fuss, or manage plans in silence. These vignettes are brought to life through real human reels and influencer collaboration, making the content both accessible and widely resonant.

At the core of the campaign is the message that, much like a true friend, BOBCARD is a reliable presence, there when needed, unobtrusive yet reassuring. The essence of the campaign not only connects the emotional tone to the product promise but also subtly reinforces BOBCARD’s positioning as a trustworthy financial partner.

On the launch of this heart-felt campaign Mr. Ravindra Rai, MD & CEO, BOBCARD, said, “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”

With this campaign, BOBCARD continues its shift from being viewed solely as a credit card issuer to a brand that understands the lifestyle, aspirations, and emotional landscape of its consumers particularly millennials and Gen Z. The creative direction focuses on subtle emotional triggers rather than aggressive brand cues, creating a lasting impression through relatability and warmth.

While the campaign is currently being promoted through BOBCARD’s social assets, it is also being amplified via influencer and content partnerships with youth-focused communities. The focus remains on engagement and long-term affinity over direct conversions, marking a deliberate move toward more sentiment-led brand building.

To encourage its followers to celebrate the friendships that shaped them, BOBCARD has launched a heartfelt social media contest this Friendship Day – “Tell Your Dosti Story & Win!” Participants are invited to tag their realest friend and share a memorable story of their bond – it could be emotional, hilarious, or just deeply personal.

• BOBCARD will be spotlighting 20 such beautiful stories as part of its celebration of authentic friendships.
• Post your story on Instagram, tag @BOBCARD, and don’t forget to use #BOBCARDDostiStories so your entry doesn’t get missed.
• 20 lucky winners will receive Amazon vouchers. T&C apply.

Further adding value for customers this festive season, BOBCARD   has also rolled out a series of limited-time offers across popular platforms. These include up to 10–12% instant discounts on Myntra (July 31–August 10), Ajio (August 1–17), and Flipkart (July 31–August 8), with added benefits on EMI transactions. On JioMart (August 1–15), cardholders can avail up to 7.5% off across sitewide purchases (excluding grocery). For travel enthusiasts, exclusive deals of up to 25% off are also available on EaseMyTrip (July 29–August 6) for domestic and international bookings.

In a crowded financial services market, “Dosti Aisi Ho Toh #AurKyaChahiye” offers a differentiated voice one that understands that sometimes the most powerful connections, whether between people or with a brand, are those that ask for nothing but remain consistently present.