Gifting platform IGP has just flipped the script on traditional birthday ads. With its latest campaign under the tagline ‘Amazing Gifts, Samay Par’, the brand has launched a quirky, high-energy film that features a surprise twist: a birthday party with a full-blown gangster face-off. Yes, you read that right—balloons, cakes, and cold stares.
In a space where most birthday gifting ads rely on soft music and saccharine emotions, IGP’s new campaign punches through the noise with a bold, cinematic concept. The spot starts like a standard celebration—a cake, confetti, smiling friends—until a suspicious knock at the door introduces a gang of tough guys who look straight out of a mafia movie. What follows is a delicious mix of tension, comedy, and ultimately, warmth—all tied together by a perfectly timed gift delivery.
The gangster theme isn’t just for laughs. It cleverly reinforces IGP’s core brand promise: timely gifting with impact. In the ad, even hardened criminals can’t stay mad when the birthday boy receives his favorite gift “samay par” (on time). It’s a humorous but poignant reminder that timing can change the entire vibe of a moment—especially when emotions run high.
This film is part of IGP’s broader push to reimagine how India thinks about digital gifting. While the brand is already known for curated presents and personalized options, the new campaign doubles down on reliability and delight as key differentiators in the crowded e-gifting space. It also appeals directly to a younger, urban audience that values quirk, story, and surprise as much as the gift itself.
With punchy dialogues, a plot twist, and slick visuals, the ad strikes a chord with meme-loving, reel-sharing Gen Z and millennial audiences. It’s equal parts entertaining and relatable—everyone’s had that moment of panic when a gift didn’t arrive on time. IGP promises to be the brand that never lets that happen again.
The campaign is live across digital platforms, including YouTube, Instagram, and OTT pre-rolls, where it’s already gaining buzz for its original storytelling. It’s a clear move by IGP to position itself not just as a gifting service, but as a brand that understands the emotional nuance of celebrating right—and doing it in style.
By merging cinematic absurdity with everyday occasions, IGP’s ‘Amazing Gifts, Samay Par’ campaign creates a narrative space where punctuality is heroic, and even the toughest hearts can be softened by a well-timed gesture. Whether it’s a birthday, anniversary, or last-minute apology, IGP aims to deliver more than just gifts—it delivers the perfect moment.
