AJIO has launched “Rakhi Recovery Abhiyaan,” a light-hearted Rakshabandhan campaign that reimagines years of missed Rakhi gifts as pending sibling dues. The initiative is part of AJIO’s broader “One India, Many Celebrations” platform, which highlights the many regional ways Rakshabandhan is observed across the country, and was created in partnership with 22feet, part of Omnicom Advertising India.
At the center of the campaign is the AJIO Rakhi Recovery Calculator, available exclusively on the AJIO app. Sisters can enter their age and their brother’s age to calculate what they are “technically owed” for years of missed gifts. The calculator goes well beyond simple math, factoring in inflation, gold prices, Sensex trends, planetary alignment and “emotional damage” to arrive at a final recovery amount – complete with a shareable “Rakhi Recovery Notice” addressed to their brother, linking directly to AJIO to help settle the score.
“With Rakhi Recovery Abhiyaan, we’ve taken a familiar sibling moment and given it a playful, interactive twist that is uniquely AJIO,” an AJIO spokesperson said, describing the calculator as a way to turn missed gifts into a fun, shareable number sisters can present as their official claim.
Shyam Nair, Executive Creative Director at 22feet, added: “Sibling love may be unconditional, but Rakhi gifts come with arrears… Because sisters forgive. They don’t forget.”
The campaign rolls out through a social-first strategy and an accompanying AV, turning everyday sibling banter into a playful recovery mission – giving sisters a humorous, distinctly AJIO way to finally settle their long-pending Rakhi accounts.
