Home furnishing brand Ikea launched a new integrated campaign in India, “Home is full of possibilities”, across television and digital channels.
The country-wide lockdown due to the Covid crisis has essentially grounded people, meaning they are engaging with their living spaces at home more than ever before. Ikea, an expert in life at home, shares ways to make every day brighter in spite of the challenges people face.
‘At home’ isn’t just a place. It’s a whole world to discover. When we all spend so much time at home, we all discover things about our homes and ourselves, that we never though before. The television commercial opens up to a message that you can do so much at home — go for an evening jog, spend the night under the stars, visit your favourite restaurant or grow your own secret ingredients, play to a full audience, play on the field or just go for a family picnic. The advert showcases that doing all this is possible in your own kitchen, garden, balcony, bedroom or living room and emphasises the importance of not just staying at home, but enjoying it, by yourself or with your family.
In line with the theme of the campaign, Ikea is also sharing a lot of inspiration and ideas of how we can navigate our spaces at home to make the most of it, through its website (www.ikea.in), social media handles (facebook, Instagram) and directly with the special loyalty club (Ikea Family) members.
Ikea has also launched its first ever user-generated-content (UGC) programme called #IKEALifeathome on Instagram, encouraging people to share moments of how they are making the most of their time at home with the same hashtag and by tagging @ikea.india to get a chance to be featured on the company’s Instagram page.
Amitabh Pande, Marketing Head, Ikea India, said, “At Ikea, we want to make every day brighter for the many people by speaking to the needs of their lives at home. With people stuck at home, during this time, we want to help them see that their home is full of possibilities. We want to show that home can be a place to be un-stuck and upbeat, not locked down. That’s what we call #IKEAlifeathome.”
Ikea’s campaign continues to celebrate Life at home via all external communication routes, including TV channels in Hyderabad and digital platforms such as Facebook, Instagram and Hotstar in Hyderabad and Mumbai.