Mumbai |14 August 2026: Across India, Rakshabandhan is celebrated in countless ways, with each region adding its own flavour to the festival of sibling love. Through its ‘One India, Many Celebrations’ initiative, AJIO celebrates the many traditions and expressions that make India’s festivals unique. This Rakshabandhan, it brings a playful twist to one universal sibling expectation: the Rakhi gift.
Introducing ‘Rakhi Recovery Abhiyaan’, a light-hearted campaign that turns years of missed Rakhi gifts into pending sibling dues.
Created in partnership with 22feet, part of Omnicom Advertising India, the campaign is built on a simple premise: if every Rakhi comes with a gift, every missed gift is a debt waiting to be recovered.
At the heart 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 all the Rakhi gifts they may have missed over the years.
The calculator takes the exercise well beyond basic arithmetic, factoring in inflation, gold prices, Sensex trends, planetary alignment and emotional damage to arrive at a final ‘recovery amount’. Once calculated, users can generate an official ‘Rakhi Recovery Notice’ addressed to their brother, detailing the amount due along with a link to AJIO to help settle the outstanding gift.
Speaking about the campaign, an AJIO spokesperson said, “Rakhi is one of the most cherished celebrations across India, and through our ‘One India, Many Celebrations’ initiative, we aim to reflect the many ways it is experienced. With Rakhi Recovery Abhiyaan, we’ve taken a familiar sibling moment and given it a playful, interactive twist that is uniquely AJIO. The calculator turns years of missed gifts into a fun, shareable number that sisters can finally present as their official claim. It’s our way of celebrating Rakhi with humour, relatability, and a distinctly AJIO lens.”
Shyam Nair, Executive Creative Director, 22feet, added, “Sibling love may be unconditional, but Rakhi gifts come with arrears. Rakhi Recovery Abhiyaan gives sisters an official way to recover every gift their brothers have conveniently forgotten. Because sisters forgive. They don’t forget.”
The campaign comes alive through a social-first rollout and an AV, turning everyday sibling banter into a playful recovery mission and giving sisters a fun way to settle their long-pending Rakhi accounts.
Campaign Links:
Campaign film: https://www.youtube.com/watch?v=4ofrSLTaJr8
AJIO Rakhi Recovery Calculator (app only): https://www.ajio.com/sections/rakhi-pageAJIO
Rakshabandhan Store (app only): https://ajioapps.onelink.me/ybtf/21cg0z6q
About AJIO
AJIO is Reliance Retail’s fashion and lifestyle destination, offering a curated selection of fashion, footwear, accessories, beauty and lifestyle products from leading Indian and international brands, alongside emerging labels and AJIO’s own exclusive offerings. With a focus on fashion discovery, innovation and a differentiated digital experience, AJIO continues to redefine how India shops for fashion.
