In a refreshing twist on traditional Friendship Day campaigns, Terribly Tiny Tales (TTT) and Joy Skincare have joined forces to launch a thoughtful new initiative titled “Putting the ‘Do’ in Dosti.” This campaign isn’t just another feel-good montage or nostalgic tribute — it’s a rallying cry for action-driven friendships, where love is expressed through small gestures, not just sweet words.
“Putting the ‘Do’ in Dosti” stands out because it flips the usual Friendship Day narrative. Instead of focusing on group selfies, digital shoutouts, or throwback texts, the campaign encourages real-world acts of care — be it showing up unannounced with someone’s favorite snack, sending a skincare kit to a stressed-out friend, or simply sitting in silence with someone who needs company.
At the center of the campaign is the idea that real friendship isn’t declared — it’s demonstrated.
This collaboration is a blend of emotional storytelling and practical self-care. TTT, known for crafting bite-sized stories that hit straight to the heart, delivers a beautifully crafted short film and a series of narratives that explore the many ways friendship is done, not just felt.
Each story reflects relatable, everyday friendships — long-distance friends who stay connected through small rituals, roommates who become chosen family, colleagues who look out for each other — all tied together by moments of quiet action rather than grand declarations.
Meanwhile, Joy Skincare seamlessly ties its brand into the narrative, not as a product placement but as a symbol of caring — the kind that goes skin deep. Their message? “Taking care of your friends is just another way of taking care of their joy.”
What makes this campaign special is its organic storytelling arc. It doesn’t try to force a link between skincare and friendship. Instead, it celebrates how friends look out for each other’s well-being — physically, emotionally, and mentally. Gifting a Joy Skincare product becomes symbolic — a modern care package that says “I’ve got you” in the most personal way.
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Even the visuals are deliberately raw and relatable — filmed in warm light, using real settings instead of polished sets. It feels like watching a page from your own life play out on screen.
To bring the idea to life, the campaign also features interactive digital prompts and user-generated content, where followers are encouraged to share the small but meaningful things they’ve done for a friend — or that a friend has done for them.
From surprise deliveries to helping friends through breakups, job interviews, or just tough days, the campaign’s hashtag #DoInDosti is already filling up with honest, funny, and touching tributes to modern friendship.
In a world full of performative gestures, this campaign hits refresh. It reminds us that friendship isn’t about tagging 20 people on Instagram — it’s about calling that one person when it really matters. With this initiative, TTT and Joy Skincare aren’t just marketing; they’re mentoring a culture of care.
