Description
This Raksha Bandhan, Flipkart is helping sisters hire ‘Brother Reminder Officers’ (B.R.Os) to ensure no brother forgets to buy a Rakhi gift. Created in partnership with 22feet, part of Omnicom Advertising India, the campaign plays on a familiar sibling dynamic: sisters remind, brothers promise, and somehow the gift still gets forgotten.
With its ‘Hire A Rakhi Reminder’ campaign, Flipkart has turned the age-old sisterly reminder into a legitimate job. The idea allows sisters to recruit their brothers’ colleagues as B.R.Os, tapping into the familiar truth that while a WhatsApp message from a sister can be easily swiped away or forgotten, a reminder from someone sitting across the desk is considerably harder to ignore.
All a sister needs to do is share her brother’s workplace details on the campaign microsite. Flipkart then turns this information into targeted LinkedIn ads, inviting the brother’s colleagues to take on the role of a B.R.O. The B.R.O. delivers the reminder in person, along with a deal to nudge the brother toward the Flipkart Rakhi Store, while earning SuperCoins for successfully completing the mission.
The campaign is brought to life through a humorous film in which familiar Rakhi reminders become exaggerated workplace alarms, introducing the B.R.O. concept with deadpan humour.
This professional campaign titled 'Hire A Rakhi Reminder' was published in India in August, 2026. It was created for the brand: Flipkart, by ad agency: 22feet. This Film medium campaign is related to the Electronic Devices industry and contains 1 media asset. It was submitted 7 minutes ago.
