In its latest campaign, titled “Amazing Gifts, Samay Par”, India's leading gifting platform IGP captures the essence of festive gifting with a hilarious take.
The pressure to find thoughtful presents and deliver them on time is a shared experience for many. Tapping into this insight, IGP makes their communication relatable for the modern-day consumer who values both quality and punctuality.
The campaign’s latest TVC is a Diwali ad which creatively reminds its customers that it's not just about the perfect gift, but the perfect timing too! Taking a leaf out of the classic Indian TV show “Mahabharata”, the ad opens with the statement “Main Samay Hu”, with voiceover by Harish Bhimani, who originally narrated the iconic 1980s show as well.
The campaign's visual aesthetic is inspired by 1980s Indian filmmaking, and the film treatment playfully juxtaposes the dynamics of festive gifting at the modern Indian workplace with a royal court of a pre-medieval kingdom. We see the king (the boss) struggling to offer a gift that satisfies his subjects (employees), when the highly anticipated Diwali bonus becomes overdue.
The film effectively spotlights the campaign message—whatever your employee’s personality type, you can find a thoughtful gift with lasting impact at short notice. Launched in August 2024, the campaign features multiple films set in various timelines, including the Ice Age, Stone Age and 3000AD Space Age.
While the inaugural film under the campaign humorously highlights the unique quirks of sibling relationships and encourages customers to embrace timely Rakhi gifts, the second film in the series takes the comical narrative forward by addressing timely birthday gifting.
Executed by First December Films and conceptualised by the ad agency Talented, the campaign includes a brand film and a series of shorter videos for different occasions, with a goal to remind people of the virtue of timely gifting. Watch all the ad films in this campaign on our IG channel - The Ad Network.
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