AJIO has launched ‘Rakhi Recovery Abhiyaan’, a playful campaign that lets sisters calculate the value of missed Rakhi gifts and generate a ‘Rakhi Recovery Notice’ for their brothers.
Part of AJIO’s ‘One India, Many Celebrations’ initiative, the campaign was created in partnership with 22feet, part of Omnicom Advertising India.
The campaign centers on the AJIO Rakhi Recovery Calculator, available exclusively on the AJIO app. Users can enter their age and their brother’s age to calculate what they are ‘technically owed’ for Rakhi gifts they may have missed over the years.
The calculator factors in inflation, gold prices, Sensex trends, planetary alignment and emotional damage to arrive at a final ‘recovery amount’. Users can then generate a ‘Rakhi Recovery Notice’ addressed to their brother, detailing the amount due and including a link to AJIO.
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.”
“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,” said Shyam Nair, Executive Creative Director, 22feet.
Credits
AJIO: Sandeep Karwa, Arpan Biswas, Shubham Bhatnagar, Sanya Shukla, Manaavi Mahajan
22feet:
Creative: Vishnu Srivatsav, Shyam Nair, Jamuna Pooviah, Alistair Pinto, Pavithra Nair, Bhagyashree Patil, Manvir Mahidwan, Shriya Dabholkar, Gokul Anand, Yaseen Hafees
Business: Shikha Davessar, Anvita Arora, Japneet Sahni, Zahra Zaki
Tech Team: Yash Dabi, Deelip Vemula, Vivian Goviyes, Aparajita Sharma, Avik Goyal, Santhosh Kumar, Gagana Yadiyala, Sujith Aravind
Strategy: Sanchari Chakrabarty, Rachita Goel, Aryan Krishnan
Finance & Legal: Ajay Gupta, Narendra Mittal, Suhita Deshpande
