IGP has launched its Raksha Bandhan campaign, ‘The Rakhi Promise’, focusing on the small promises, memories, and everyday gestures that shape sibling relationships.
The campaign is led by a humorous brand film that plays on the culture of instant deliveries. While products can now reach consumers within minutes, the film draws a distinction between quick delivery and thoughtful gifting. The campaign highlights IGP’s 90-minute Rakhi gifting service for last-minute celebrations and long-distance siblings.
The campaign also features influencer-led stories around sibling relationships, covering childhood teasing, shared memories, meaningful gestures, and celebrations across distances.
IGP has partnered with brands including Mirraw, House of Chikankari, Swiss Beauty Select, MYOP, Dave & Buster’s and Bombay Sweet Shop. The collaborations span social media activations, giveaways, influencer partnerships, cross-promotions, and curated gifting.
One of the featured partnerships is IGP X Bombay Sweet Shop, which includes exclusive Rakhi hampers available through the IGP website, supported by social media and cross-promotional activity.
With The Rakhi Promise, IGP is using everyday sibling moments rather than conventional gifting occasions as the central theme of its Raksha Bandhan communication.
Watch the campaign
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.”
He further added, “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.”
