This digital campaign features three short and three long digital videos that throw light on what it means to be Friends First with your better half. The films are inspired by real-life stories from couples who share moments of honesty, vulnerability, companionship and mutual respect, representing how friendship is an extension of the love you share.

Talking about the campaign, Sujala Martis, Director, Consumer Marketing (PGI) said, “Our research has shown that ‘friendship’ is extremely aspirational in a couples’ relationship, both before and after marriage. Finding a best friend in your partner is rare, retaining friendship in your relationship even rarer. With this campaign, we aim to encourage couples to remember and aspire to be #FriendsFirst and mark this friendship day as your Platinum Day of Love.”

Commenting on this partnership, Pravin Sutar, Executive Creative Director, Dentsu Webchutney said, “Friendship should outlast other emotions in a couple’s relationship, but more often than not, it takes a backseat. Through #FriendsFirst, we are starting a conversation that highlights the importance of friendship in a relationship through highly relatable and alluring scenarios. We are asking viewers to ponder and eventually revisit this rare bond that once was the initiator of their relationship.”

Sharing his thoughts on the campaign, Senior Creative Director of Dentsu Webchutney, Aalap Desai said, “These films are full of reminiscences of incidents that might have happened in your married life. We are establishing how couples should see the bigger picture always. Friendship is the beginning of a relationship and giving it a lesser priority will open a crevice for unfavourable situations. The stories can’t be more real as we started the campaign with an interesting UGC leg to it. We asked users to share their friendship stories on our social media channels, handpicked the most poignant ones, and wrote the scripts accordingly.”

Bidisha & Anand’s Story

Sumera & Varun’s Story

Riya & Atul’s Story

Priyanka & Atul’s Story:

Arushi & Rohan’s Story

Aditi & Yash’s Story

Campaign Credits:
Brand: Platinum Day of Love
Campaign: Friends First (#FriendsFirst)
Agency: Dentsu Webchutney
Nish Kant: EVP & Branch Head
Pravin Sutar: Executive Director
Aalap Desai: Senior Creative Director
Harsh Shah: VP Client Servicing
Sumera Dewan: Senior Brand Strategist
Amrita Singh: Group Account Manager
Yash Kulshreshth: Associate Creative Director- Copy
Ananda Sen: Associate Creative Director- Art
Niharika Mishra: Art Director
Aabhaas Shrestha: Senior Art Director
Nityasya Belapurkar: Sr. Copywriter
Murli Thatipamula: Sr. Art Director
Deepali Hirwani: Sr. Account Executive
Production House: BubbleWrap Entertainment
Director: Karan Shetty
Executive Producer: Ketaki Surve
Producer: Richa Lal