A Conversation with Bhavin Thakkar, Founder of iBox Promotions, and Ankit Sanghavi, Co-founder of iBox Promotions.
In a world filled with freebies and fleeting promotions, iBox Promotions stands out with a bold promise: emotion-led, zero-recall merchandise that consumers actually want to use. At the helm of this vision is Bhavin Thakkar, the founder, who turned the idea of promotional products into a strategic brand engagement tool. Alongside him, Ankit Sanghavi, the co-founder, drives every project with a sharp sense of strategy, bold creativity and hands-on execution.
In this conversation, Bhavin and Ankit unpack the story, philosophy and what sets iBox Promotions apart.
How did iBox Promotions come into existence? What is the core philosophy behind the brand?
iBox Promotions: iBox Promotions began with a simple observation: promotional products in India weren’t delivering the kind of impact brands really needed. We identified a gap in the way premiums were executed; often well-intentioned, but inconsistent in terms of delivery, quality, and effectiveness. From there, we built a company focused on creating tangible, value-driven solutions for brands.
At the heart of iBox Promotions is a philosophy of trust, compliance, and innovation. Every decision, every product, every campaign is designed to put client success first. It’s about giving brands confidence that whatever challenge comes their way, iBox Promotions will deliver on time, on budget, and without compromise.
You often describe iBox Promotions as a Brand Activation Agency. Can you elaborate on what that means in practical terms?
IBP : Absolutely. We’re not a gifting catalogue company. We’re a strategic partner in brand engagement. When we say Brand Activation Agency, we mean that every piece of premium we create is tied to a bigger purpose. We help clients ideate, prototype, budget, and execute, with zero guesswork and full alignment to brand values and goals.
At iBox, every action is geared toward driving consumer trials and measurable impact. Whether it’s ideation, value engineering, cost optimisation, ensuring quality compliance, or clearing required audits, we bring precision and accountability to the entire process.
What’s your process when a new brief lands on your desk — from ideation to delivery?
IBP : It starts with listening. Really listening. We connect with the brand or purchase team to understand the campaign, including targeted quantities, timelines, budget & what type of quality adherence is required, and kind of premiums, whether generic or licensing (in-pack or out-of-pack or a giveaway), distribution methods, as well as the audience.
From there, we dive into concept and product ideation. Then comes value engineering: how can we achieve the idea at the right cost? After sample approvals and purchase orders, the product goes through all the required internal lab checks, third-party audits, and only then gets into final production.
We’re maniacal about timelines and reporting. Our weekly updates aren’t just courtesy; they’re a discipline.
Can you talk about a few successful collaborations or campaigns that you feel define iBox Promotions’ strengths?
IBP : One great example is our collaboration with Kellogg’s during the COVID period. To promote hand hygiene among kids, we created sanitiser wristbands featuring popular cartoon characters. They were fun, safe, and highly usable; over a million units were distributed across retail stores. It wasn’t just a promotional item; it became a tool for behaviour change.
Another standout case is our work with Kellogg’s, where we introduced IML Bowls, a perfect blend of utility and visual appeal. With vibrant in-mould labelling, these bowls ensured the brand stayed in households long after the initial promotion, proving how practical design drives lasting engagement.
Another noteworthy initiative was with Complan, where we created a bright, practical shaker that perfectly captured the brand’s iconic colours. Designed for everyday use, it became a functional companion for consumers while ensuring high visibility and strong recall for the brand.
And then there’s our collaboration with 1868 By Tata Tea, where we crafted an elegant wooden gifting box to showcase six premium blends. More than just packaging, it became a festive statement piece that reflected the brand’s heritage and luxury positioning.
Another strong example was with Tata Coffee Grand, where we designed Tata-branded mugs as a consumer incentive. Simple, elegant, and practical, people used them daily, which meant consistent brand visibility. That’s the kind of impact we aim for: utility, emotion, and long-term recall.
How do you ensure ethical sourcing, manufacturing transparency, and third-party audits? What role do certifications play in your brand promise?
IBP : For us, ethics and compliance are non-negotiable. Every factory we work with already has the necessary GMP audits in place; SEDEX is non-negotiable. We perform internal lab tests for safety, especially when they involve kids or F&B touchpoints. Certifications like GMP or child-safety compliance aren’t badges; they’re insurance policies that protect the brand and the consumer. In short, we make sure our clients sleep easily after Dispatch.
What trends do you see in the promotional premiums and consumer rewards space, especially in FMCG?
IBP : We’re seeing a strong shift toward utility and sustainability in the promotional premiums and consumer rewards space. Today’s consumers expect more than just a plastic toy or a t-shirt; they ask, Will I actually use this? Is it good for the planet?
In FMCG especially, brands are realising the power of licensed premiums, festival-driven triggers, and regional hooks to connect more deeply with their audience. For kid-centric brands, DIY toys are gaining traction, while for households, practical, utility-led products are proving to be the real winners.
A piece of advice for young entrepreneurs entering the world of premiums, merchandising, or brand promotions?
IBP : Our focus is on value, not volume. While large orders may bring scale, it is meaningful ideas that drive long-term success. Creativity delivers real impact only when supported by robust systems and disciplined execution. Scalable processes, stringent compliance, and an uncompromising commitment to quality are essential, as even a single lapse can instantly affect a brand’s reputation.
We are committed to value creation through optimal costing with full quality compliance, continuous innovation, on-time delivery, and zero recall concerns. This disciplined approach ensures reliability, consistency, and trust at every stage.
