Flipkart has rolled out a campaign, 'Hire a Rakhi Reminder', to spotlight its curated gifting options for Raksha Bandhan.

Conceptualised by 22feet, the campaign comprises an ad film.

The film brings the familiar Raksha Bandhan dynamic between sisters and brothers into the workplace. As sisters’ reminders are repeatedly forgotten, the film introduces the B.R.O. (Brother Reminder Officer), recruiting brothers’ colleagues through targeted LinkedIn ads to become official reminder agents. Using deadpan humour and exaggerated workplace alarms, the film brings the B.R.O. idea to life, with colleagues nudging brothers to shop for their Rakhi gifts on Flipkart.

What we think about it: In the sea of Raksha Bandhan films, this one stands out by tapping into a relatable sibling truth and giving it a clever workplace twist. The humour works well and naturally draws attention to the e-commerce platform's gifting proposition.

Ishan Mehta, executive creative director, 22feet, said, “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? The idea of using a jobs platform to hire humans as Rakhi reminders felt fresh. And we bet sisters would love the fact that these reminders can’t be swiped away or left on read.”

The campaign will roll out across YouTube, LinkedIn and Meta platforms.

CREDITS:

Client: Flipkart

Agency: 22feet 

Creative: Vishnu Srivatsav, Ishan Mehta, Rishabh Mishra, Shubhangi Saxena, Rohan Mathai, Krantik Banerjee, Shishir Marathey, Anusha Kasi, Midhun MT, Shivprakash Nadar and Jamuna Poovaiah

Business: Shikha Davessar, Zubin Sheriff, Varda Choudhary and Nancy Murjani

Finance: Tapas Baral, Ajinkya Kanchavade

UI/ UX department: Aparajita Sharma, Omen Ekka

Development tech team: Jagadeesh Tholeti, Rupesh Mestry, Vivian Goviyes, Deelip Vemula, Sudhir Kachare and Santosh Kumar