IGP has unveiled its Valentine’s Day campaign, In My Lover Era, spotlighting the evolving ways young audiences express love. The initiative reflects changing cultural attitudes, where emotional expression is increasingly open, diverse, and inclusive, extending beyond romantic relationships to friendships, family bonds, and self-love.
Central to the campaign is a Valentine’s Day song, In My Lover Era, released across streaming platforms. The track is positioned as a seasonal anthem that resonates with contemporary perspectives on relationships, aligning music, emotion, and gifting.
The campaign also features on-ground digital activations, allowing participants to scan a QR code and display personal messages on a digital hoarding in real time. Complementing this, IGP has curated a Valentine’s Day collection of hampers, bouquets, and personalized gifting options.
A key highlight is a collaboration with jewellery brand Palmonas, resulting in a co-curated Valentine’s Day hamper featuring five products. Pallavi Mohadikar, founder of Palmonas, said, “Jewellery carries emotion; it’s a gesture, not just an accessory. Partnering with IGP allows us to bring that sentiment to life through gifting experiences that are personal and heartfelt.”
Tarun Joshi, founder and CEO of IGP, added, “With In My Lover Era, we aim to reflect how this generation expresses emotion-openly and without filters. By combining thoughtful curation, brand partnerships, and tech-led storytelling, we empower people to express love in all its forms confidently and authentically.”
The campaign integrates digital storytelling, influencer-led content, curated products, and experiential activations, creating a multi-dimensional Valentine’s Day experience that celebrates love in the modern era.
