The launch
Chumbak has opened its festive push around the line “Your Kinda Gifts, for Your Kinda People.” The 360-degree campaign runs from Diwali through the wedding season in December, with a brand film at its centre, a festive collection, and a Times of India print campaign across seven cities.
- The campaign includes a brand film, a festive collection and a print push.
- The Times of India leg runs for around four weeks across Delhi, Mumbai, Bengaluru, Hyderabad, Pune, Kolkata and Chennai.
- Stores will run “Your Kinda Gifting Hours” from 10:30 am to 2:30 pm, with rewards for gifts purchased in that window.
What the film says and how
The film takes aim at a familiar festive reflex: reaching for the convenient, predictable gift and moving on. Chumbak flips that instinct, arguing that a present should show how well you know the person receiving it—not just that you remembered to buy something.
Rather than pushing a single product or price point, the film keeps the range in service of a larger idea. It turns a brand film into a gentle piece of behavioural prompting: less “buy this”, more “think before you gift”. The tagline, “Your Kinda Gifts, for Your Kinda People,” does the heavy lifting by reframing a purchase as a signal of attention.
What the brand and agency say about it
Chumbak has not named the agency or director behind the film in its release. The brand’s own take comes from Rishi Vasudev, CEO of Chumbak and founder of G.O.A.T Brand Labs.
“Gifting is an opportunity to show someone how well you know them and how much you care. Yet, we often fall back on predictable choices or take the easy route, without really thinking about what the other person would love.”
Vasudev says the campaign is designed to nudge people toward gifts that “genuinely resonate” with the recipient, and he ties the message back to the giver: “A thoughtful gift is a reflection on you.”
The category context
Chumbak is stepping into India’s busiest gifting corridor—Diwali into December weddings—where brands usually compete on festive edits, price and convenience. This campaign’s point of difference is psychological: it reframes thoughtful gifting as a form of self-expression for the buyer.
The print and store layers support that positioning. A four-week Times of India run across seven cities gives the message broad reach, while the midday Gifting Hours reward tries to convert the idea into store visits and purchase behaviour. It is a full-funnel attempt: the film does the feeling, the store mechanic does the transaction.
What to watch next
The next test is whether Chumbak extends the idea beyond a single festive film. The wedding-season window gives room to make “Your Kinda Gifts” a recurring angle, and the Gifting Hours reward will show whether a time-bound nudge actually changes what people buy. Watch for whether the brand follows up with data on store visits, gifting-hour participation, or edits tailored to specific cities and occasions.
Watch the original: Chumbak on YouTube
Source: Afaqs!
