Archies and Pilgrim Launch ForYourFriend Campaign to Reignite Traditional Friendship Day Celebrations
1st August 2025: In an era where digital messages have replaced handwritten notes and virtual hugs have overtaken friendship bands, Archies, India’s most cherished brand in emotional expression, joins hands with clean beauty pioneer Pilgrim to launch the “#ForYourFriend” campaign. This nostalgic campaign aims to restore the beautiful, forgotten traditions of Friendship Day that once made August so special.
The campaign addresses a growing disconnect in how we express care, moving beyond quick texts and emoji reactions to meaningful, tangible gestures that friends can hold, cherish, and remember. Varun Moolchandani, Executive Director, Archies Limited, expresses, “At Archies, we’ve always believed that friendship is one of the most special emotions to celebrate. With this campaign, we’re inviting everyone to ask: ‘What would I gift to the person who’s been there through it all?’ This campaign is about celebrating those friends who feel like home and helping people turn small moments into lifelong memories. We’re reminding people that real friendship deserves more than a story view or a birthday notification.”
Archies has strategically partnered with Pilgrim, India’s leading clean beauty and skincare brand, to create the ultimate “Nostalgia and Wellness” gifting experience. This collaboration perfectly blends Archies’ emotional storytelling heritage with Pilgrim’s comprehensive beauty solutions.
The campaign will roll out across multiple touchpoints, featuring an engaging office Vox Pop series on Instagram, where real people share their most cherished memories of friendship. These candid conversations will showcase how previous generations celebrated friendship and inspire younger audiences to adopt these meaningful practices. Through “#ForYourFriend,” both brands invite people to move beyond digital convenience and embrace the beautiful ritual of thoughtful, physical gift-giving.