India — IGP has launched a Valentine’s Day campaign titled ‘In My Lover Era’, focusing on contemporary expressions of love among younger consumers.
The campaign reflects changing attitudes towards relationships, particularly among Gen Z and young millennials. It also highlights expressions of love that extend beyond romantic relationships to include friendships, family, and self-love. According to the company, the initiative centres on openness and intentionality in how emotions are communicated.
As part of the campaign, IGP has released a Valentine’s Day song, also titled ‘In My Lover Era’. The track has been made available across more than 20 music streaming platforms, including Spotify, Apple Music, and Amazon Music. The song is positioned as a creative extension of the campaign, using music and storytelling to reflect how people articulate emotions and relationships today.
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The campaign also includes a public-facing digital activation, featuring an interactive hoarding that allows participants to scan a QR code and display personal messages for loved ones on screen in real time. In addition, IGP has introduced a curated Valentine’s Day product range comprising gift hampers, bouquets, and personalised items.
In a further extension of the campaign, IGP has partnered with jewellery brand Palmonas to launch a co-curated Valentine’s Day hamper. The collaboration includes five products offered at exclusive pricing on IGP’s platform and is being promoted through a digital-first approach, including influencer-led content and social media activity.
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Commenting on the collaboration, Pallavi Mohadikar, founder of Palmonas, said, “As a founder, I’ve always felt that jewellery carries emotion; it’s a gesture, not just an accessory. Partnering with IGP for Valentine’s Day allows us to bring that sentiment to life in a new way. Together, we’re creating gifting experiences that feel personal, heartfelt, and designed to be remembered,”
Tarun Joshi, founder and CEO of IGP, also said, “With ‘In My Lover Era’, we wanted to reflect how this generation expresses emotion—openly and without filters. At IGP, we believe gifting is one of the most powerful ways to communicate feelings. This campaign brings together thoughtful curation, meaningful partnerships, and tech-led storytelling to help people express love in all its forms, confidently and authentically.”
Moreover, IGP said the campaign combines digital storytelling, on-ground activations, influencer-led promotion, and brand partnerships, alongside its product offerings, as part of its broader focus on personalised and technology-enabled gifting experiences.
