After launching its store in Hitec City Hyderabad, Ikea came up with its first-ever communication for the Indian market, created by Dentsu Impact, the creative agency from the Dentsu Aegis Network.
The brand has now released a series of new films on TV and digital to bring to life some ‘hero products’ from the brand. Quite literally! Every film has one main hero, an Ikea product, and it is this hero that does all the talking. The films are all a part of a series and there is something fresh in every film, with a different product playing a different character.
Ulf Smedberg, Country Marketing Manager, Ikea India, said, “We at Ikea saw the need early on to find an emotional connection with consumers and their future relationship with our range. In order to de-dramatize and make parts of our range more attractive, inspiring yet even human, we created our new communication campaign which we internally call ‘talking products’. In this series of short films, we let some iconic products speak and express their personality, in a fun and engaging way. The reaction so far been very positive with people finding them to be surprising yet distinctively Ikea.”
Megha Jain Sadhwani, Senior Vice-President, Dentsu Impact, added, “The reason why Ikea is the world’s most-loved Swedish home furnishing brand is its products, they are the heroes that make this brand what it is. The intent behind this series of films is to introduce these heroes to the Indian audience in a typical Ikea style — simple and playful, and what better way to do this than to let the products do the talking themselves, literally!”
Amish Sabharwal, Creative Head, Dentsu Impact Bangalore, spoke about the creative concept behind these films, “Ikea is known for great creative formats across the globe. This is our India attempt to add to that stellar reservoir. The products of Ikea are so intuitive, practical and magical that they deserve to be stars of every commercial. Who needs celebrities? That's what we did. Each object has their own character, their own quirk, their own voice and they are unlike any other object you get in the market. The idea is to get audience to enjoy the storytelling and the magic of each product.”
Krittika Chakraborty, Planning Head, Dentsu Impact Bangalore, explained the strategic intent behind the films. “These films exemplify the Ikea brand tonality, which is so well-recognised and loved the world over. And the slight edge and playfulness of their execution ensures their suitability to the digital medium, making them the kind of content people want to engage with.”
The films have been released on TV in Hyderabad and are available on the Ikea Facebook page.
Agency: Dentsu Impact
Chief Creative Officer: Soumitra Karnik
Creative Head, Bangalore: Amish Sabharwal
Associate Creative Director: Prachi Sharma
Group Head: Twisha Ahuja
Creative Supervisor: Pablo D’costa
Chief Films Officer: Suprotim Day
Account Management Team:
Senior Vice-President: Megha Sadhwani
Account Director: Sumedha Sachdeva
Account Supervisor: Gaurisha Singh
Strategic Planning Team:
Associate Vice-President: Krittika Chakraborty
Senior Planning Manager: Aanchal Sachdeva