Ad Campaigns
IGP launches ‘Amazing Gifts, Samay Par’ campaign
Mumbai: IGP, an international gifts platform has launched the inaugural Ad under its “Amazing Gifts, Samay Par” campaign, celebrating the cherished festival of Raksha Bandhan. Highlighting the significance of timely gifting, the campaign emphasises that the act of gifting transcends time, connecting hearts across distances.
The narrative, inspired by the iconic & nostalgic statement “Main Samay Hu” with the original voiceover of Harish Bhimani is from the Indian mythology series “Mahabharata”. The ad humorously reminds the audience that it’s time to send Rakhis to your siblings—be it the younger brother, the elder brother, or the brother ‘stuck in the honeymoon phase.’ This playful concept underscores the unique quirks of sibling relationships and encourages customers to embrace the joy of Rakhi gifting.
The first ad, set in the Ice Age—one of the many time periods explored in the campaign—humorously reimagines Raksha Bandhan and showcases the different types of sibling bonds, emphasizing that each deserves unique love and appreciation by sending #AmazingGiftsSamayPar.
IGP founder and CEO Tarun Joshi said, “With ‘Amazing Gifts, Samay Par,’ we’re transforming how people think about timely gifting. We believe that gifts are most impactful when they arrive at the perfect moment, so we’ve crafted this campaign to highlight the principle. The value of a gift diminishes whether it’s late or early, and we’ve nailed this with our ‘Amazing Gifts, Samay Par’ approach. We’re excited to launch with our Raksha Bandhan film and to showcase how timely gifts truly make a difference!”
IGP has onboarded Talented, a creative agency, to bring the campaign’s vision to life. Conceptualised by the team at Talented and executed by First December Films, the campaign features eight films—starting with Raksha Bandhan, followed by different occasions and festivals like Diwali, Christmas, anniversary, birthdays, Valentine’s Day, and others, that you’ll see throughout the year.
“We look forward to unveiling more films in the series, celebrating various occasions and festivals like Diwali, anniversaries, and birthdays,” added Joshi.
Starting this time of the calendar year, almost every week comes with some or the other gifting-related occasions. If it’s not festivals like Raksha Bandhan, Diwali, or Christmas, then it’s personal occasions like birthdays & anniversary of dear ones, Valentine’s Day, New Year’s, etc. Each of these occasions are time-bound and very special to celebrate and strengthen the bond one shares with another. The motive to launch the series is to timely remind people that “Samaya Agya hai” or, it’s time to send gifts.
IGP holds a Guinness World Record for the longest chain of bracelets made using Rakhis, featuring over 125,000 rakhis. The platform offers a wide range of Rakhi options, including traditional Rakhis that are both trendy and quirky, contemporary designs, family Rakhi sets for bhaiya-bhabhi and kids, Rakhis with god idols, silver Rakhis, and curated gift hampers for brothers.
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.
