Ikea's first India campaign tells families to 'make everyday brighter'

The much-hyped entry of Swedish brand Ikea to India has been activated by a recently launched campaign that serves as a precursor to its first store launch in Hyderabad, India. Known for great campaigns the world over, there was a considerable amount of curiosity around the brand communication of Ikea.

Dentsu Impact, the creative agency from Dentsu Aegis Network, has released the first-ever India communication campaign for Ikea.

Ulf Smedberg

In the words of Ulf Smedberg, Country Marketing Manager, Ikea India, “We are so excited to launch our Ikea Brand in India. Our ambition has all the time been to inspire, surprise and engage our future customers. Everything we do comes from our belief to create a better everyday life and from market insights, and this is expressed in our positioning direction, ‘make everyday brighter’. We think that together with our creative partner, Dentsu Impact, we have created a strong communication that will be liked and hopefully loved by everyone in India. It’s about how Ikea helps people in embracing change for a brighter tomorrow by providing affordable solutions for your home, no matter of your living situation or size of your wallet. For us it is important that all we do should be relevant yet aspirational and connects India and Ikea in a fun, distinct yet very unique way.”

The ad captures playful moments between family members and shows just how amazing our lives at home can be. Each situation brings to life a new perspective to everyday life at home and how Ikea's home furnishing solutions help make each day brighter and happier. The TVC is warm, playful and something that every Indian family can relate to. It showcases an Indian family with a quirky English background score.

Amit Wadhwa

Amit Wadhwa, President, Dentsu Impact, said, “The Ikea launch is not like any other launch. It is a brand loved all over the world, not just for its outstanding home furnishing solutions but also for some great communication. Working with the Ikea team to create the first-ever communication for India was a truly enriching and amazing experience for us. We are very happy with where we have reached in this journey, and as we go along, you will see many different elements coming together to create a robust and integrated campaign.”

Soumitra Karnik

Soumitra Karnik, Chief Creative Officer, Dentsu Impact speaking about the creative concept, added, "The Ikea launch campaign is truly reflective of what Ikea is as a brand – simple, relatable and insightful. The campaign is based on the core thought of how our life at home can become brighter when we look at our homes differently. It’s not just the big things, but even the everyday that Ikea can help brighten through its various solutions. What you’ll see is something that is truly Indian as well as truly Ikea – a campaign that is real, it’s about all of us and our lives, and one that will leave viewers with a nice, happy feeling."

The brand’s communication is live on TV and OOH, and is expected to release a set of digital films, amongst other things, soon as well. The Ikea store is slated to open on July 19 in Hyderabad, and we will keep updating you on the campaign as it unfolds.

Amish Sabharwal, Creative Head, Dentsu Impact Bangalore, added, “You only get to launch Ikea once in India and as a campaign this is going to be a truly integrated piece of work out of Dentsu Impact. There is a very exciting digital first content series planned which is going to be a first of many novel initiatives on the brand. Also a lot of Hyderabad-centric activations on ground and the works. All in all, a great time to be working on Ikea and in advertising.”

The TVC:

Credits:

Creative Team: Soumitra Karnik, Chief Creative Officer; Amish Sabharwal, Creative Head, Bangalore; Prachi Sharma, Associate Creative Director; Twisha Ahuja, Group Head and Pablo D’costa, Creative Supervisor

Films Team: Suprotim Day, Chief Films Office

Account Management Team: Megha Sadhwani, Senior Vice-President; Sumedha Sachdeva, Account Director; Gaurisha Singh, Account Supervisor

Strategic Planning Team: Krittika Chakraborty, Associate Vice-President and Aanchal Sachdeva, Senior Planning Manager

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