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New Delhi: Collective Artists Network’s content platform Terribly Tiny Tales (TTT) has partnered with Joy Skincare for a Friendship Day campaign that moves beyond nostalgia to spotlight the effort that sustains long-term friendships.
Titled “Putting the ‘Do’ in Dosti,” the campaign focuses on the idea that lasting bonds are built on consistency and intention, not just shared memories or digital interactions. At its core are three microdramas which trace the evolution of friendship from school benches to solitary urban apartments, underscoring how relationships adapt across life stages.
As the narrative suggests, life changes, cities shift, routines get hectic, and conversations taper off. Yet some friendships persist, held together by those who make the effort to stay connected.
“So, this Friendship Day, we’re cheering for the doers, the friends who stayed. Through city switches, awkward phases, and bad Wi-Fi. Because in a few minutes, a microdrama can say what a thousand group chats don’t,” the companies noted.
Watch the campaign films: