Bingo! has launched a new campaign titled “From BFF to FF – Forgotten Friend”, conceptualised by Tonic Worldwide, to mark Friendship Day. The campaign highlights how some friendships change when a close friend enters a new relationship.
Using a mix of digital films, social media content, and influencer collaborations, the campaign portrays the experience of being left out when a best friend becomes less available. It shows how plans are cancelled, replies become delayed, and hangouts are replaced by posts with their partner.
Through this initiative, Bingo! encourages people to join the #FF – Forgotten Friend movement by sharing their stories, tagging friends who have drifted away, and reflecting on the bond they once shared. Participants also stand a chance to win prizes.
The campaign will be promoted across Bingo!’s social media platforms.
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!”
