IGP has launched its Raksha Bandhan campaign, ‘The Rakhi Promise’, centred on the small promises, memories and everyday gestures that define sibling relationships.
The campaign brings together a humorous brand film, creator-led storytelling and collaborations with brands across beauty, fashion, food, wellness and entertainment. The film contrasts the culture of instant delivery with the thoughtfulness needed to choose a Rakhi gift, tying into IGP’s 90-minute delivery service for Raksha Bandhan gifting. The creator-led thread explores relatable sibling dynamics – childhood banter, teasing, personal gestures and long-distance relationships.
Tarun Joshi, founder & CEO, IGP, said Rakhi is built around small, personal gestures that make the occasion meaningful, and that the campaign aims to capture this dynamic in a relatable, humorous way. He added that while 10-minute delivery suits everyday needs, Rakhi calls for a more thoughtful gesture – making IGP’s 90-minute promise a way to enable last-minute gifting without it feeling last-minute.
IGP’s brand collaborations include Mirraw, House of Chikankari, Swiss Beauty Select, MYOP, Dave & Buster’s and Bombay Sweet Shop, spanning cross-promotions, giveaways, influencer activations and curated gifting. The IGP x Bombay Sweet Shop collaboration includes exclusive Rakhi hampers available on IGP’s website, backed by social and cross-promotional activity.
