Ad Campaigns
IGP adds a stone age twist to birthday gifting in latest ad film
Mumbai: International gifts platform, IGP has launched its second ad film under its ‘Amazing Gifts, Samay Par’ campaign, adding a creative and comical twist by setting a birthday party in the stone age. This latest installment humorously reimagines the age-old challenge of finding the perfect birthday gift, showing that even in primitive times, choosing the right gift was crucial. The campaign highlights that a thoughtful gift, given at the right time, can leave a lasting impact—a theme central to the campaign.
The ad takes us back to the Stone Age, where even early humans knew a birthday bash needs the perfect cake. In a time when fire is rare and stone tools are advanced, a young cave boy surprises his crush with a cake and flowers from IGP. The cake becomes the highlight of the party, impressing everyone in the tribe. The message is clear: whether hunting for dinner or managing today’s tasks, a thoughtful gift can make a lasting impression in any era.
IGP founder and CEO Tarun Joshi shared his excitement about the new film, saying, “With this second ad in our ‘Amazing Gifts, Samay Par’ campaign, we wanted to bring a playful twist to the idea of birthday gifting. The Stone Age setting adds a humorous layer to the story, showing that no matter the time period, a well-timed gift can make a big impact.
Understanding how important birthdays are, we at IGP are committed to ensuring that your thoughtful gift arrives precisely when it’s needed. Our popular 30-minute and midnight delivery services are tailored to meet this need, making every celebration truly memorable.”
This ad follows the success of the inaugural Raksha Bandhan ad and is part of a series of eight films called “Main Samay Hu”. As the ‘Amazing Gifts, Samay Par’ campaign continues, IGP will release more films that creatively mix historical themes to modern-day relevance with a humorous touch. Each film focuses on different occasions like Diwali, Christmas, birthdays, anniversary, Valentine’s Day, and so on, showcasing the timeless essence of gifting.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
