IGP turns sibling stories into billboard moments

What if the best way to surprise your sibling this Rakhi was to put them on a giant billboard? IGP, a global D2C gifting platform, is bringing the everyday stories and playful dynamics of sibling relationships to life through an interactive outdoor activation in Mumbai, turning a sibling’s photograph and personality into a personalized Rakhi moment on the big screen. 

Built around one of the most timeless dynamics between siblings, their instinct to turn shared memories, inside jokes and personality quirks into moments of playful banter, the interactive activation allows consumers to create a personalized Rakhi visual featuring their sibling and watch it come alive on a digital billboard. 

To participate, consumers simply scan a QR code on the hoarding, enter an IGP WhatsApp chatbot, answer a few playful questions about their sibling and upload a photograph. Based on these inputs, a humorous, personality-led Rakhi visual is created and displayed on the billboard within a minute, turning a private joke into a larger-than-life Rakhi surprise. 

Speaking on the campaign, Tarun Joshi, Founder & CEO, IGP, said, “Personalisation has always been central to how we think about gifting, and this campaign takes that idea beyond the product and into the experience itself. We wanted to give siblings a new way to celebrate their relationship, turning a familiar festive moment into something they can actively create and share. It also reflects how we see outdoor evolving, from simply communicating a message to becoming a platform for participation.” 

The activation is the centrepiece of IGP’s Raksha Bandhan outdoor campaign across Mumbai and Pune, spanning 50+ outdoor locations and 400+ metro screens across Mumbai. Captured in the simple thought, “Rakhi ke liye IGP Karo,” the campaign positions IGP as the go-to for meaningful Rakhi gifting, helping consumers not just deliver a thoughtful gift, but amplify the feeling behind it. This is complemented by IGP’s 90-minute delivery promise, bringing together emotional relevance with the convenience consumers expect today.