This Raksha Bandhan, Flipkart is turning the classic sister reminder into a workplace assignment. Through its ‘Hire A Rakhi Reminder’ campaign, sisters can recruit their brothers colleagues as Brother Reminder Officers, or B.R.Os, to make sure the Rakhi gift does not get forgotten.
The campaign, created with 22feet, part of Omnicom Advertising India, taps into a familiar sibling routine. Sisters remind their brothers, brothers say they will handle it, and the gift somehow remains on the to do list until it is almost too late.
The idea takes that routine outside the family WhatsApp chat. Sisters can share their brothers workplace details on the campaign microsite, after which Flipkart uses LinkedIn ads to reach their colleagues and invite them to become B.R.Os.
Once recruited, the colleague delivers the reminder in person and points the brother towards Flipkarts Rakhi Store. The B.R.O. also gets SuperCoins for completing the task, giving the campaign a small reward for helping sisters get their message through.
A campaign film builds on the same workplace humour, turning everyday Rakhi reminders into increasingly serious office interventions. The B.R.O. concept treats a simple reminder as if it were an actual workplace responsibility, giving the sibling dynamic a familiar corporate spin.
The campaign is running across YouTube, LinkedIn and Meta, using the workplace as an unexpected new channel for one of Raksha Bandhans most predictable conversations: reminding your brother to get the gift.
Watch the campaign
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.”
