Dabur’s Hajmola marked International Friendship Day 2025 with a strategic Instagram post built around “Jo Bhi Khaaye Dost Ban Jaaye.” The activation positioned Hajmola as the ultimate “Friendship Fixer” while sparking organic brand banter. Posted on Instagram and cross-shared on Facebook and Twitter, the culturally relevant post reinforced Hajmola’s chatpata identity and generated significant engagement from brands and users celebrating friendship connections.
While Friendship Day posts typically focus on sweet gestures, Hajmola broke the mold with a throwback-style creative featuring a Bollywood-inspired duo. The nostalgic visual introduced Hajmola as the “Friendship Fixer,” challenging conventional friendship marketing by positioning that true connections aren’t about sweetness – they’re about unexpected, chatpata moments that create lasting bonds.
Following the post launch, diverse brands organically joined the conversation. External brands including iQOO, Britannia – Croissant, Cakes, Winkin’ Cow, Come Alive, Dabur Almond Hair Oil, Oxylife Professional, Fem Skincare, Max Protein and Philips participated alongside Dabur brands, creating witty comments linking their products to unexpected friendships. This demonstrated how Hajmola’s ability to unite people extends naturally to uniting brands through authentic conversation.
The post generated significant organic engagement, with users tagging friends and sharing Hajmola friendship moments. The overall banter garnered over 20k+ interactions and reached over a million audience with exposure of over 1.7 Million+. Users embraced #InternationalFriendshipDay by sharing stories of how Hajmola sparked conversations in their friendship circles.
The Instagram-led activation focused on organic participation over paid promotion. The post successfully reinforced that “Hajmola Candy brings people and even the most unexpected brands together, one chatpata bite at a time,” creating shareable moments that resonated across generations.
“Friendship Day content was dominated by traditional sweet narratives, so we carved out Hajmola’s unique space as the conversation catalyst. Highlighting the unpredictable, flavorful side of friendships created a brand moment that naturally attracted cross-category participation,” says Malka Rizvi, AVP, Schbang.
The post’s success demonstrated how traditional FMCG brands can create meaningful cultural moments through authentic digital storytelling. By facilitating organic cross-brand conversations and user participation, Hajmola proved that strategic social media activation requires authentic brand truth and cultural relevance over elaborate production.
“At Hajmola, we believe the best friendships are a little tangy, a little unpredictable — just like our candy,” said Gyan Ranjan, Digital Marketing Manager at Dabur. “This campaign was more than just a digital activation; it became a cultural moment that brought the entire ‘friend-verse’ together.”
The post brings Hajmola’s core value proposition to life: the ultimate friendship catalyst, one chatpata bite at a time. With its distinctive tangy-spicy taste that has united friends for decades, every pack sparks conversation, every bite creates connections, and every shared moment is built for lasting memories.