IGP’s Sabki Diwali Meethi brings security staff into gifting

International gifting platform IGP has given Diwali gifting a different kind of add-on. Its new campaign, ‘Sabki Diwali Meethi’, lets customers send a curated box of traditional Indian sweets to the security staff at the gift recipient’s residential building. The aim is to include people who stay on duty during the festival, often away from their own families.

What IGP changed

Rather than running a separate charity or CSR campaign, IGP placed the gesture inside the purchase flow. Customers can select security staff as an additional recipient on the platform, turning a standard gift order into a small act of inclusion.

The campaign is being pushed through dedicated on-platform banners, social media content and influencer partnerships on Instagram and LinkedIn. In Mumbai, IGP added a festive gift bag with a built-in rangoli stencil, so the packaging itself becomes a tool for making rangoli back home.

Why this is a consumer behaviour story

Most festive gifting is designed as a two-party exchange: the buyer and the recipient. IGP’s move adds a third party — the person who guards the building and is usually invisible in the transaction. That is a subtle but powerful shift because it makes gratitude an easy, affordable gesture instead of an intention people forget.

“Diwali is an opportunity to express gratitude to the people who make our everyday lives a little easier and safer,” said Tarun Joshi, founder and chief executive officer of IGP.

The campaign taps into a simple psychological truth: the most memorable brand moments often attach to a specific, overlooked person rather than a vague cause. Security staff are present in the recipient’s daily life, which makes the gesture feel personal even when it is standardised.

The framework to borrow

• Find the hidden stakeholder. Every buying journey has people who support the experience but never receive anything.
• Make inclusion transactional. A one-tap add-on at checkout converts goodwill into action.
• Anchor it locally. The Mumbai rangoli stencil gives the campaign a tangible, ritual-based proof point.

What marketers should do

Map the people your customers encounter but your marketing ignores — delivery partners, caretakers, support staff, community helpers. Build a low-friction way for customers to acknowledge one of them at the moment of purchase. Then give the gesture a physical or local cue so it is easy to talk about and share.

IGP’s campaign is a useful reminder that an add-on does not have to be a higher-margin product. Sometimes the most brand-building extra is the one that makes a customer feel a little more generous.

Source: ETBrandEquity.com