Brands
Flipkart lets sisters hire ‘Brother Reminder Officers’ for Rakhi gifts
New campaign turns LinkedIn into an unlikely workplace network for gift nudges
MUMBAI: Forget the family group chat. Flipkart is taking Rakhi reminders to the workplace this year, allowing sisters to recruit their brothers’ colleagues as ‘Brother Reminder Officers’, or B.R.Os, to make sure those promised gifts actually make it to the shopping cart.
Created in partnership with 22feet, part of Omnicom Advertising India, the campaign turns the familiar sisterly reminder into a workplace assignment, with LinkedIn becoming the unlikely matchmaking platform.
The idea plays on a well-worn Rakhi ritual: sisters remind, brothers promise, and the gift somehow remains firmly on the to-do list. Flipkart’s answer is to outsource the nagging.
Under the ‘Hire A Rakhi Reminder’ campaign, sisters can share their brothers’ workplace details on a campaign microsite. Flipkart then uses the information to serve targeted LinkedIn ads to their brothers’ colleagues, inviting them to become B.R.Os.
Once recruited, the colleague delivers the reminder in person and directs the brother towards Flipkart’s Rakhi Store with a special offer. The B.R.O. also gets SuperCoins for successfully completing the mission.
The campaign is fronted by a humorous film that turns familiar Rakhi reminders into exaggerated workplace alarms, introducing the B.R.O. concept with a deadpan take on sibling dynamics.
“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?” said 22feet executive creative director Ishan Mehta.
He said using a jobs platform to recruit human Rakhi reminders gave the campaign a fresh twist, adding that workplace reminders are harder to ignore than a message that can simply be left on read.
The campaign is being amplified across YouTube, LinkedIn and Meta, extending the idea from a digital joke into a workplace intervention designed to push brothers towards Rakhi shopping.
For Flipkart, the campaign turns a familiar festive pain point into a simple proposition: if your brother won’t listen to you, perhaps he’ll listen to his colleague.
