Among India’s many celebrations is the Hindu festival of Raksha Bandhan and the custom of siblings exchanging gifts to celebrate their bond.

But what if a sister has missed out on receiving those gifts from her brother? The campaign, Rakhi Recovery Abhiyaan, for Indian online retailer, AJIO, by 22feet, part of Omnicom Advertising India, is helping sisters get that gift debt repaid.

The fun campaign’s centre 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 into account details such as 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.

The campaign fits into AJIO’s One India, Many Celebrations initiative, that highlights India’s diversity through its festivals.

Credits:
Client: AJIO
Client Team: Sandeep Karwa, Arpan Biswas, Shubham Bhatnagar, Sanya Shukla & Manaavi Mahajan

Creative Agency: 22feet
Creative Team: Vishnu Srivatsav, Shyam Nair, Jamuna Pooviah, Alistair Pinto, Pavithra Nair, Bhagyashree Patil, Manvir Mahidwan, Shriya Dabholkar, Gokul Anand & Yaseen Hafees
Account Team: Shikha Davessar, Anvita Arora, Japneet Sahni & Zahra Zaki
Tech Team: Yash Dabi, Deelip Vemula, Vivian Goviyes, Aparajita Sharma, Avik Goyal, Santhosh Kumar V, Gagan Yadiyala & Sujith Aravind
Strategy Team:  Sanchari Chakrabarty, Rachita Goel, Aryan Krishnan