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Your friend shouldn't be able to see the keys if he created a gift link. Try using the keys that show in his account.

So you clicked on the Steam button to get the game key, right?

Are you good friends? Is it possible that someone else followed the link and claimed the game? I think that IG lets you do that. If a game has not yet been claimed, anyone can click on the Unlink button and claim it for themselves.

Beyond that, I really don't know what to tell you or how to help.

Perhaps he got the keys a while ago and IndieGala sold them back? I'd suggest pursuing it with IndieGala. Probably your friend would need to do that...