Flipkart has launched its ‘Hire A Rakhi Reminder’ campaign for Raksha Bandhan, encouraging sisters to recruit their brothers’ colleagues as ‘Brother Reminder Officers’ (B.R.Os) to remind them to buy Rakhi gifts.
Created in partnership with 22feet, part of Omnicom Advertising India, the campaign builds on the familiar practice of sisters reminding brothers about Raksha Bandhan gifting.
Through a campaign microsite, sisters can submit their brothers’ workplace details. Flipkart then uses LinkedIn advertising to reach their colleagues and invite them to become B.R.Os. Selected colleagues can deliver the reminder in person and direct the brother to Flipkart’s Rakhi Store. B.R.Os receive SuperCoins for completing the task.
Speaking on the campaign, Ishan Mehta, Executive Creative Director, 22feet said, “Flipkart’s brief made us realise that reminding your brother is practically a full-time job. So, we thought, why not hire someone to do it? The idea of using a jobs platform to hire humans as Rakhi reminders felt fresh. And we bet sisters would love the fact that these reminders can’t be swiped away or left on read.”
The campaign has been amplified across YouTube, LinkedIn and Meta platforms, turning an age-old Rakhi ritual into a workplace intervention that brothers can’t simply swipe away.
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