International Gifts Platform (IGP) has unveiled its Valentine’s Day campaign titled ‘In My Lover Era’, aimed at capturing how contemporary audiences, especially younger generations, express love in more open, evolving ways. The campaign focuses on the broader meanings of love — extending beyond traditional romantic partnerships to include friendships, family and self-love — reflecting changing cultural attitudes toward relationships and emotional expression.
Unlike conventional Valentine’s Day messaging, In My Lover Era positions affection as something to be articulated boldly and without filters, both online and offline. The initiative is designed to resonate with Gen Z and young millennials who increasingly value authenticity and inclusive, modern expressions of care.
Music, digital engagement and personalised gifting
As part of the campaign, IGP has launched an original Valentine’s Day song titled In My Lover Era, distributed across major music streaming platforms. The track is intended to complement the broader narrative around how love today is communicated through shared experiences and emotional openness.
To further engage consumers, the campaign includes an on-ground digital activation where participants can scan a QR code to display personalised messages on a live digital hoarding. This tech-led element is aimed at creating memorable, sharable moments during the Valentine’s period.
IGP has also curated a special Valentine’s Day product collection featuring themed hampers, bouquets and personalised gifting options. As part of its collaboration strategy, the brand has partnered with jewellery label Palmonas to co-create a Valentine’s hamper that includes five specially chosen products.
Voices behind the campaign
Pallavi Mohadikar, founder of Palmonas, said the collaboration brings emotional depth to Valentine’s gifting. “Jewellery carries emotion; it’s a gesture, not just an accessory,” she said, adding that the partnership aims to create gifting experiences that feel personal, heartfelt and memorable.
Tarun Joshi, founder and CEO of IGP, commented on the campaign’s intent: “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.”
A multi-faceted Valentine’s effort
According to the company, In My Lover Era combines digital storytelling, brand partnerships, curated products and on-ground activations as part of its Valentine’s Day marketing strategy, seeking to offer both experiential and emotional ways to celebrate love during the season.
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