AJIO has launched ‘Rakhi Recovery Abhiyaan’, a playful Rakshabandhan campaign that gives sisters a humorous way to claim the Rakhi gifts they say they have been owed over the years.
The campaign is part of AJIO’s ‘One India, Many Celebrations’ initiative, which celebrates the different traditions and ways in which festivals are observed across the country. Created in partnership with 22feet, part of Omnicom Advertising India, the campaign turns the familiar sibling conversation around Rakhi gifts into an interactive digital experience.
At the centre of the campaign is the AJIO Rakhi Recovery Calculator, available exclusively on the AJIO app. Sisters can enter their own age and their brother’s age to calculate what they are “technically owed” for Rakhi gifts that may have been missed over the years.
The calculator adds a humorous twist to the calculation by factoring in elements such as inflation, gold prices, Sensex trends, planetary alignment and “emotional damage” before arriving at a final ‘recovery amount’.
Users can then generate an official ‘Rakhi Recovery Notice’ addressed to their brother. The notice details the amount allegedly due and includes a link to AJIO to help settle the outstanding gift. The campaign will roll out primarily across social platforms and is supported by an AV, turning familiar sibling banter around Rakhi gifts into a playful ‘recovery mission’.
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.”
