Brands
AJIO launches Rakhi Recovery Abhiyaan to settle years of unpaid gifts
New campaign turns forgotten Rakhi presents into a playful sibling debt
MUMBAI: Rakhi gifts may be forgotten, but apparently they never go out of fashion.
AJIO has launched “Rakhi Recovery Abhiyaan”, a playful campaign that helps sisters calculate the value of Rakhi gifts they claim to have missed over the years.
The campaign is part of AJIO’s “One India, Many Celebrations” initiative, which focuses on the different ways festivals are celebrated across the country. For Raksha Bandhan, the brand has turned a familiar sibling complaint into a mock debt-recovery exercise.
Created in partnership with 22feet, part of Omnicom Advertising India, the campaign rests on a simple premise: if a Rakhi is traditionally accompanied by a gift, every missed present is effectively an outstanding payment.
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 how much they are “technically owed” for gifts missed over the years.
The calculator gives the exercise a deliberately over-the-top financial twist. It factors in inflation, gold prices, Sensex trends, planetary alignment and even “emotional damage” before arriving at a final recovery amount.
Once the amount is calculated, users can generate an official “Rakhi Recovery Notice” addressed to their brother. The notice details the amount allegedly due and includes a link to AJIO, giving brothers a convenient way to settle their long-standing “debt”.
An AJIO spokesperson said the campaign takes a familiar Rakhi moment and gives it a playful and interactive spin, turning years of missed gifts into a shareable number that sisters can present as their “official claim”.
22feet executive creative director Shyam Nair said sibling love may be unconditional, but Rakhi gifts can come with arrears.
The campaign will roll out primarily across social media and through an audio-visual film, turning everyday sibling banter into a mock recovery mission.
With its calculator, recovery notice and conveniently placed shopping link, AJIO is giving sisters a new way to settle old scores. Or, more accurately, old gift bills.
