Ikea India captures everyday objects' banter to address clutter challenges

Ikea has launched three brand films as part of its “Organising is Awesome” campaign, that aim to showcase a banter between everyday objects that are trapped together in a sea of clutter and how Ikea’s storage solutions save the day.

Each film has a colloquial conversation, addressing the clutter challenges in three scenarios and showcasing the wardrobe, shoe cabinet, and kitchen cabinet. The wardrobe reveals two belts warning a tie of the trench he might fall into. The shoe cabinet, stuffed with footwear for every occasion, turns into a crowded train where everyone is fighting for space. The kitchen shows a dialogue between an uncle---a pack of snacks playing with his nephew---a stand of cutlery.

Anna Ohlin, Country Marketing Manager, Ikea India, said, “Our recent Life at Home report shows that for 22% of Indians, having a tidy and organised home and for 18%, having time to organise the home gives them comfort. At Ikea, we understand that keeping your home organised is not just about practicality; it's about reclaiming your space and rediscovering the joy of the things you love. Through these films, we aim to not only bring laughter and relatability but also to showcase how Ikea's affordable and innovative storage solutions can make a significant difference in the lives of many. Organising is not just a task; it's a celebration of the things we love.”

Adding to that, Pravin Sutar, Head of Creative, Leo Burnett Orchard said, “Where there is chaos, there is drama. And as Indians, we love drama. This insight ushed us to dramatize everyday storage environments, with Ikea’s organising solutions acting as the perfect foil. This campaign offers a humorous take on the comedy of chaos, drawing parallels to everyday life and the entertainment it offers to every Indian.”

The "Organising Is Awesome" campaign will run across broadcast and digital channels, including TV, Reels, Skip Ads, Outdoor, and Print.

VARIERA - Saving space can save your favourite mug

SKUBB - Saving space can save your favourite tie

MURVEL - Saving space can save your favourite shoe

Credits:

Agency: Leo Burnett Orchard

Chief Creative Officer, Publicis Groupe South Asia and Chairman, Leo Burnett South Asia: Rajdeepak Das

Chief Executive Officer, Leo Burnett, South Asia: Amitesh Rao

Creative:

National Creative Director: Vikram Pandey

Head of Creative: Pravin Sutar

Associate Executive Creative Director: Jamuna Poovaiah & Sandeep Iyer

Creative Director: Natasha Khubchandani & Niharika Mishra

Creative Director, Regional: Uday Kumar

Art Director: Akhil Rajan

Copywriter: Shikhar Chandrakar

Account Management:

Senior Vice President: Bhawana Choudhary

Brand Services Director: Shreyash Goenka & Suraj Kanduri

Senior Brand Services Associate: Subhasree Bose

Strategy:

Executive Vice President, Strategy: Mittu Torka

Brand Strategy Director: Vrudhi Doshi

Director: Ravi Shankar

Production House: Black Picture

Producer: Vrinda Mohta & Gurjyot Singh

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