Mumbai | 18th August 2026: 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 new campaign plays on a familiar sibling dynamic: sisters remind, brothers promise, and somehow the gift still gets forgotten. “Because reminding brothers is a job in itself. So, this Raksha Bandhan, Flipkart is turning it into one.
With its ‘Hire A Rakhi Reminder’ campaign, Flipkart has put a spin on the age-old sisterly reminder by turning it into a legit job. The campaign allows sisters to hire a human reminder for their brothers by recruiting their colleagues as B.R.Os. The idea taps into a familiar truth about Rakhi gifting: while a WhatsApp message from a sister can be easily swiped away or forgotten, a reminder from someone sitting across your brother’s 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 ads on LinkedIn, 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 sweet deal to nudge the brother towards the Flipkart Rakhi Store. While the B.R.O. earns SuperCoins for successfully doing their part in the mission.
The campaign has been brought to life through a humorous film, where familiar Rakhi reminders become exaggerated workplace alarms, introducing the B.R.O. concept with deadpan humour.
Speaking on the campaign, 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 has been amplified across YouTube, LinkedIn and Meta platforms, turning an age-old Rakhi ritual into a workplace intervention that brothers can’t simply swipe away.
Campaign film: https://www.youtube.com/watch?v=dCpckqBY9c0
