IGP, a global D2C multi-category gifting platform, has launched its Raksha Bandhan 2025 campaign, ‘Rakhi Wali Feeling’. The initiative explores sibling relationships through creator-led storytelling and collaborations with other brands. The campaign spans digital channels, in-person events, and influencer-led promotions.
Central to the campaign is IGP’s Rakhi collection, which includes designer threads, hampers, and personalised gifts. Many items are made by over 10,000 women artisans across India, offering them direct income opportunities. IGP positions these handmade Rakhis as both gifts and expressions of traditional craftsmanship.
The brand has introduced partnerships aimed at expanding gifting options, including hampers and keepsakes intended to reflect evolving sibling relationships. These offerings are part of a broader approach that integrates gifting with lifestyle and personal care products.
As part of its luxury segment, IGP Luxe has collaborated with CaratLane to release a limited-edition Raksha Bandhan hamper. The collection includes jewellery, artisanal teas, perfumes, and handcrafted items. A digital and influencer campaign is promoting the collaboration under the wider theme of gifting with a personal touch.
“With ‘Rakhi Wali Feeling’ at the heart of our Raksha Bandhan, our focus has been to build a 360-degree gifting ecosystem through premium partnerships, digital storytelling, and high-impact influencer activations. Backed by tech-enabled logistics and timely delivery, we’re not just celebrating the occasion, we’re redefining how it’s experienced. From empowering women artisans to innovating across touchpoints, our goal is to elevate the gifting experience while staying true to our promise of ‘Amazing Gifts, Samay Par’,” said Tarun Joshi, Founder & CEO, IGP.
In Delhi, IGP collaborated with Libas to host a Rakhi-making workshop at one of the brand’s stores, attended by influencers and media. The partnership has been extended across 34 Libas stores in India, offering customers coupons, vouchers, and gift bags. In Mumbai, IGP will host a sibling-themed event at Bounce on 2-3 August, with planned activities and hampers.
IGP has also partnered with Envi Salon to offer Rakhi-themed services for sibling duos. In addition, a digital collaboration with Janasya will include giveaways and campaigns around wellness, personal care, and fashion.
To raise awareness in Mumbai, IGP placed oversized branded carry bags in locations including Marine Drive, Juhu Beach, Colaba Market, Bandstand, and Cuffe Parade. The bags featured Rakhi-themed messaging and were designed to serve as public visual displays.
The brand has also worked with a network of digital creators to produce content focused on sibling relationships. The campaign combines product promotions with content aimed at engaging audiences around the festival.
By linking gifting with storytelling, community engagement, and retail partnerships, IGP’s campaign reflects its approach to positioning itself as a full-service gifting platform for Raksha Bandhan.
