Flipkart has launched a Raksha Bandhan campaign that turns a familiar sibling ritual into a workplace intervention, letting sisters “hire” their brothers’ colleagues as official Rakhi gift reminders.
Created with 22feet, part of Omnicom Advertising India, the ‘Hire A Rakhi Reminder’ campaign plays on a relatable truth – sisters remind, brothers promise, and the gift still somehow gets forgotten. Flipkart’s solution: turn reminding into an actual job, appointing ‘Brother Reminder Officers’ (B.R.Os) to make sure the message actually lands.
The mechanic is simple. A sister shares her brother’s workplace details on the campaign microsite, and Flipkart converts this into targeted LinkedIn ads inviting the brother’s colleagues to step in as a B.R.O. The colleague then delivers the reminder in person – a nudge from someone sitting across the desk is far harder to ignore than a WhatsApp message that can be swiped away. As an incentive, B.R.Os earn SuperCoins for successfully steering the brother toward the Flipkart Rakhi Store.
The campaign is anchored by a humorous film that exaggerates everyday Rakhi reminders into workplace-style alarms, introducing the B.R.O. concept with deadpan comic timing.
Ishan Mehta, Executive Creative Director, 22feet, said the brief made it clear that reminding a brother is practically a full-time job, which led to the idea of using a jobs platform to recruit real people as reminders — something sisters would appreciate precisely because it can’t be ignored or left on read.
The campaign is being amplified across YouTube, LinkedIn and Meta.
