IGP has launched a campaign, 'Amazing Gifts, Samay Par,' (Amazing Gifts on time), to highlight the importance of timely gifting.

Conceptualised by Talented, the campaign consists of a series of nine films, out of which only one has been released yet. Traversing from the Ice Age to the futuristic robots, the film begins with the narrator detailing how the problem of gifting has been a persistent concern throughout history. The film culminates with the narrator (which is time), taking matters into its own hands and instructing people to check out the gifting options offered by the brand.

What we think about it: Inspired by the iconic Mahabharata dialogue, 'Main Samay Hoon' (i am time), the ad follows a quirky narrative. With 'time' as the central character of the film, the ad very uniquely spotlights how the problem of gifting has been there 'since the dawn of time.' The commanding tone of the narrative increases the call-to-action value.

Tarun Joshi, chief executive officer and founder, IGP, said, “We are thrilled to partner with Talented for our 'Amazing Gifts, Samay Par' campaign. Their creative vision and strategic approach have been instrumental in bringing this campaign to life. Together, we’ve crafted a series of films that traverse various eras—from the Ice Age to the future of robotics—celebrating the joy of gifting across time. Each film emphasises the importance of making these moments truly count, showcasing that the value of a gift is amplified when it arrives at the perfect time. This campaign is a testament to the power of timely gifting, and we’re excited to see how it resonates with our audience.”

Leena Gupta, founding member and creative, Talented Agency, said, “Time isn't just the oldest narrator, it’s the oldest character embedded in Indian pop culture. So we got the very voice of Harish Bhimani to show you gifting occasions across six different timelines, in hope of reminding you to gift better via IGP. We travelled back through the Ice Age to the Stone Age, to even 3000 AD Space Age. All to intentionally break through this category full of tear-jerking ads that make you feel warm and fuzzy for a second, but don’t drive recall for the brand.”

The film was released on 12 August.