IGP launches In My Lover Era with Mumbai’s first two-way interactive billboard

A large digital hoarding on Carter Road in Mumbai became a live stage for Valentine’s messages when IGP rolled out its In My Lover Era campaign in early-to-mid February 2026. Passers-by could scan a QR code on the installation, send a message via WhatsApp, and watch that message appear on the screen within moments, transforming private notes into public displays of romance, friendship and self-love.

The activation sits at the center of a wider push from IGP, the International Gifts Platform, which describes itself as a tech-first, global D2C multi-category gifting platform. Tarun Joshi, Founder and CEO of IGP, said, “The gifting category is evolving from transactional purchases to experience-led and personalised expressions, and at IGP, we are actively shaping this shift through technology. As a tech-first brand, personalisation sits at the core of how we design both our products and experiences. Through this two-way interactive digital billboard, we are transforming traditional outdoor media into a participatory, personalised gifting moment, where people can see their own messages go live instantly in a public space. This activation reflects our focus on building immersive, real-time experiences that allow consumers to express emotions the moment they feel them, making gifting more immediate, meaningful and memorable.”

IGP is billing the installation as Mumbai’s first-ever two-way interactive digital hoarding. The experiential out-of-home moment was paired with a curated Valentine’s Day collection that included hampers, bouquets and personalised items, and it was amplified with influencer activity, digital storytelling and what IGP describes as AI-led creativity. The campaign also featured a branded song titled “In My Lover Era” and a co-curated hamper in partnership with jewellery brand Palmonas.

Pallavi Mohadikar, Founder of Palmonas, framed the tie-up as an effort to make jewellery more emotionally resonant. “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,” she said.

The Carter Road installation emphasized immediacy and public spectacle. Messages submitted via WhatsApp were described as appearing on the large screen within moments, giving contributors what IGP called the rare thrill of seeing their feelings light up a city landmark. IGP’s move follows a string of past Valentine’s creative efforts; in 2025 the brand ran ads that leaned into timely delivery claims, including a reported promise of 30-minute delivery in more than 30 cities.

The In My Lover Era campaign pairs on-ground personalization with digital activations and product curation in a bid to shift gifting from transaction to experience. IGP says the activation was intended to reflect how this generation expresses emotion—openly and without filters—and to make gifting more immediate, meaningful and memorable through technology and live storytelling.