Bingo! has rolled out a campaign, ‘From BFF to FF – Forgotten Friend’, capturing an all-too-familiar scenario: when a best friend finds a new partner and they suddenly go from ride-or-die to left on read.

Conceptualised by Tonic Worldwide, the campaign comprises two ad films. 

The first follows Priya, who’s living her best life with her BFF, until the friend starts dating. Messages go unanswered, calls get dodged, and just like that, Priya's gone from BFF to FF. But there’s a twist: a voiceover offers hope for sweet revenge. Viewers are invited to use the FF template in Bingo!’s story highlights, tag the brand (and the guilty friend), and win prizes for their pain.

The second film mirrors the first, this time with Arun and his best friend. Life was a winning streak, until his buddy got boo’ed up and left him on read. Arun’s response? Petty payback through Bingo!, again using the FF template.

What we think about it: Leans into emotional relatability with a witty twist, but the revenge-meets-snacking approach walks a fine line between playful and performative. While the PSA-style format grabs attention, the films could’ve delved deeper into the nuances of evolving friendships instead of relying on cheeky callouts. However, we are intrigued to see how many engage with the brand through this and put their friend under the scanner!

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 differently 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!"