Ikea's creative mandate is up for grabs

Ikea, the multichannel Swedish home furnishing retailer, has called for a multi-agency creative pitch a few days ago.

Multiple industry sources confirmed the development to BestMediaInfo.com.

According to sources more than 15 agencies are already in talks with Ikea and participating in the mega pitch.

The incumbent on the account is Dentsu Creative. Dentsu Impact’s Gurgaon office, now part of Dentsu Creative, won the account in 2016 before the brand’s launch in India.

At that time, this account was much hyped and aspirational among creative agencies. More than 25 agencies participated in the highly competitive pitch back then.

Last year in September, Ikea India announced its new brand positioning – ‘Ghar Aa Jao’, (Come home to Ikea), with an integrated campaign across markets.

Ikea India opened its first retail store in Hyderabad in August 2018, followed by online stores in Mumbai, Hyderabad, and Pune in 2019. The second store in India opened at Navi Mumbai, Maharashtra, on December 18, 2020. The retailer entered the Bangalore market in June 2022.

In May 2021, the brand also launched Ikea app on iOS and Android for consumers in Mumbai, Pune, Hyderabad, Ahmedabad, Surat and Baroda.

Info@BestMediaInfo.com