AJIO has launched ‘Rakhi Recovery Abhiyaan’, a light-hearted Rakshabandhan campaign that turns years of missed sibling gifts into notional dues.
Developed in partnership with 22feet, part of Omnicom Advertising India, the campaign builds on AJIO’s ‘One India, Many Celebrations’ initiative, which highlights the diverse ways festivals are celebrated across the country.
At the centre of the campaign is the AJIO Rakhi Recovery Calculator, available exclusively on the AJIO app. Users can enter their age and their brother’s age to calculate the value of the Rakhi gifts they believe they are owed.
The calculator factors in elements including inflation, gold prices, Sensex trends, planetary alignment and ‘emotional damage’ to arrive at a tongue-in-cheek recovery amount.
Speaking about the campaign, an AJIO spokesperson said, “Rakhi is one of the most cherished celebrations across India, and through our ‘One India, Many Celebrations’ initiative, we aim to reflect the many ways it is experienced. With Rakhi Recovery Abhiyaan, we’ve taken a familiar sibling moment and given it a playful, interactive twist that is uniquely AJIO. The calculator turns years of missed gifts into a fun, shareable number that sisters can finally present as their official claim. It’s our way of celebrating Rakhi with humour, relatability, and a distinctly AJIO lens.”
Shyam Nair, Executive Creative Director, 22feet, added, “Sibling love may be unconditional, but Rakhi gifts come with arrears. Rakhi Recovery Abhiyaan gives sisters an official way to recover every gift their brothers have conveniently forgotten. Because sisters forgive. They don’t forget.”
Users can then generate a ‘Rakhi Recovery Notice’ addressed to their brother, detailing the amount due and providing a link to AJIO to help settle the ‘outstanding’ gift.
The campaign will roll out across social media and through an audio-visual film, using sibling banter to turn the traditional Rakhi gift expectation into a playful digital experience.
