IGP, a global D2C multi-category gifting platform, has unveiled its Valentine’s Day campaign ‘In My Lover Era’, redefining how love is expressed in public spaces. Moving beyond traditional gifting cues like flowers and chocolates, the campaign celebrates emotion, expression, and connection through a city-wide, tech-enabled activation in Mumbai.
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At the heart of the initiative is Mumbai’s first-ever two-way interactive digital hoarding, installed at Carter Road, Bandra-one of the city’s most iconic promenades. Designed as a live emotional canvas, the hoarding invites passers-by to pause, participate, and turn personal feelings into a shared, larger-than-life experience.
By scanning a QR code displayed on the hoarding, participants are redirected to WhatsApp, where they can instantly submit Valentine’s messages. Within moments, these messages appear live on the digital screen, transforming private emotions into public declarations. From romantic dedications and friendship shout-outs to notes of self-love, the installation brings diverse expressions of affection together, allowing love to unfold in real time with the city as an active participant.
The activation reflects a broader cultural shift towards open, intentional, and visible emotional expression. Rather than treating love as something restrained or private, the campaign embraces vulnerability and authenticity, giving people a platform to express what they feel-out loud and without hesitation.
Commenting on the campaign, Tarun Joshi, Founder and CEO of IGP, highlighted the evolution of gifting from transactional purchases to experience-led, personalised expressions. He noted that the interactive hoarding exemplifies IGP’s tech-first approach, transforming traditional outdoor media into a participatory moment that is immediate, meaningful, and memorable.
Through a blend of technology, storytelling, and emotional resonance, IGP’s ‘In My Lover Era’ campaign positions the brand as a creator of shared experiences-turning Valentine’s Day into a celebration of love that’s seen, felt, and remembered.
