Online gifting store IGP.com has rolled out its first multi-platform international campaign for the upcoming festival of Rakshabandhan that celebrates the bond between a brother and a sister. The campaign was released across TV, digital as well as social media channels in India, USA, Canada, UK, Europe, Singapore.
Tarun Joshi, CEO and founder, IGP.com, said, "Gifting is a huge thing in our country. But when the near and dear ones are not in the same city, there is a certain inconvenience that comes in the way of gifting. Our objective is to make gifting to any part of the world easy and hassle-free.’
Kawal Shoor, co-founder, The Womb Communications said, "As the young migrate away from their homeland in search of prosperity and leave their dear ones behind, relationships feel the stress. India, thankfully, has rituals like Raksha Bandhan in place that can keep the bonds strong. And now, modern, online brands like IGP are emerging to keep those rituals alive, and through that, reduce the emotional distances between people as they physically move apart."
Navin Talreja, co-founder, The Womb Communications added, "India is a USD 30 billion gifting market. IGP.com has this opportunity and we intend to leverage with various pieces of occasion-based marketing. Rakshabandhan is our first campaign in making IGP.com synonymous with gifting in India and across the world. This film with the cultural angle of mooh bola bhai we felt would break the wall paperness of Rakhi advertising that has been done for years in India.
Suyash Khabya, creative partner, The Womb Communications, stated, ‘There are visual clichés in Indian festive advertising specially Rakhi. So, the attempt was to have something that would visually break the clutter and give the viewer a sweet surprise. The film has a certain charm that makes you want to watch it over and over. And a big thanks to Bob (the director of Good Morning Films) for making sure that the film was emotionally touching and didn't go 'funny'.
Client: Tarun Joshi – co-founder and CEO, IGP.Com
Co-founders: Navin Talreja and Kawal Shoor
Creative partners: Suyash Khabya and Vivek Unnikrishnan
Planning partner: Nakul Jayadevan
Creative strategist: Rohit Sharma
Business partner: Shobhit Trivedi
Production house: Good Morning Films
Director: Shashanka Chaturvedi
Executive producer: Vikram Kalra
Producer: Robin D’Cruz
Cinematography: Tom Panya
Music: Shashanka Chaturvedi