IGP has launched its Raksha Bandhan campaign, ‘The Rakhi Promise’, celebrating the small promises, memories and gestures that shape sibling relationships. The campaign spans a brand film, influencer-led storytelling and collaborations across fashion, beauty, food, lifestyle and entertainment.
At the centre of the campaign is a humorous film that takes a playful look at the culture of instant delivery. While almost everything can arrive within minutes, IGP’s message is that Rakhi gifting still requires thought. The platform promises delivery of thoughtful Rakhi gifts within 90 minutes, even for last-minute shoppers.
The campaign will also bring sibling stories to life through Indian and global creators, exploring everything from childhood banter and teasing to meaningful gestures and long-distance celebrations.
Commenting on the campaign, Tarun Joshi, Founder & CEO, IGP, said, “Rakhi is a celebration built around a very personal relationship. It is often the smallest promises and gestures between siblings that make the occasion meaningful. With ‘The Rakhi Promise’, we wanted to capture that everyday sibling dynamic in a way that feels relatable, humorous and relevant to how people celebrate today. Consumer expectations have evolved too. While 10-minute delivery works well for everyday grocery runs, Rakhi is about a more thoughtful gesture. Our 90-minute delivery promise gives consumers the convenience to gift at the last minute, without making the gift feel last-minute.”
As part of the campaign, IGP has also partnered with brands including Mirraw, House of Chikankari, Swiss Beauty Select, MYOP, Dave & Buster’s and Bombay Sweet Shop. The collaborations will include cross-promotions, social media activations, giveaways, retail integrations and curated gifting opportunities.
One of the key tie-ups, IGP X Bombay Sweet Shop, will offer exclusive Rakhi hampers through the IGP platform.
With The Rakhi Promise, IGP combines the convenience of quick delivery with the idea that while gifts may arrive fast, the thought behind them should never feel rushed.
