Gifting- a love language, an O. Henry plot, an obligation, a necessary evil- everyone has different things to say about this aspect of human civilisation. However, what no one can deny is that the advertising for this category is cluttered. Every gifting brand’s comms are rife with emotionally charged ads that make you feel warm and fuzzy, but lack lasting brand recall. With IGP, we resurrected the iconic voice of ‘Samay’ from the Mahabharat and created nine ads for every occasion. We broke the category codes of sappiness and replaced it with a universe that pans from the Ice Age to the Stone Age to a black-and-white Noir Age to a futuristic Space Age. Having the OG voice of Samay, Harish Bhimani was just the cherry on top!

With IGP, we produced a brand film to launch the platform, followed by eight occasion-based short films, to be released through 2024.