IGP brings sibling stories to life with interactive Rakhi billboard in Mumbai
CE DESK 
Gifting platform IGP has turned a standard outdoor hoarding in Mumbai into a participatory Raksha Bandhan moment with an interactive digital billboard that puts people’s siblings centre-stage. The activation, part of IGP’s broader Rakhi outdoor campaign across Mumbai and Pune, invites consumers to create a personalised, personality-led Rakhi visual of their sibling and watch it come alive on a large-format screen within minutes.
To participate, passers-by scan a QR code on the hoarding, which opens an IGP WhatsApp chatbot. Users answer a few playful questions about their sibling’s quirks and personality, upload a photograph, and the system generates a humorous, custom Rakhi creative that is then displayed on the billboard. The idea is built around the familiar sibling dynamic of turning shared memories, inside jokes and personality traits into light-hearted banter, effectively converting a private joke into a public, larger-than-life Rakhi surprise.
“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.”
— Tarun Joshi, Founder & CEO, IGP
The interactive hoarding is the centrepiece of IGP’s Raksha Bandhan outdoor push, which spans 50+ outdoor locations and 400+ metro screens across Mumbai. Anchored by the line “Rakhi ke liye IGP Karo”, the campaign positions IGP not just as a place to order gifts, but as a brand that helps amplify the emotion behind the gesture.
By blending AI-driven creative generation, WhatsApp-based participation and real-time OOH display, IGP is using the billboard as a live stage for user-generated content rather than a static ad. The move reflects a wider shift in outdoor advertising from one-way communication to two-way engagement, especially during festivals where personal stories and shared rituals are already top-of-mind.
