IKEA embraces LGBTQIA+ community, captures stereotypes hidden in 'The Closet'

Conceptualised by Leo Burnett, the campaign revolves around the message ‘Closets are for clothes and not identities’

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New Delhi: IKEA has released a digital film, The Closet, that highlights the struggles faced by the LGBTQIA+ community and encourages people to be more inclusive and compassionate towards them. The video focuses on developing stronger allyship with the community through empathy and open dialogue, urging people to rethink stereotypes and embrace diversity.   

Conceptualised by Leo Burnett, the campaign revolves around the message ‘Closets are for clothes and not identities.’ 

The film is set in a busy IKEA store with a closet in the centre and leads with a question to the ones who chose to enter the closet- "Many have lived here, can you?.”

The film goes on to show the reactions of customers who step in to find out what’s behind the closed doors—silence and a pair of headphones replaying biases that people from the queer community hear. 

Commenting on the video, Anna Ohlin, Country Marketing Manager, IKEA India, said, “At IKEA, we stand together with the LGBTQIA+ community to celebrate love, diversity, and inclusion. We believe authenticity is not something to hide but a gift to cherish. Many people continue to struggle to live their lives openly and, with this film, we want to create stronger awareness and inspire everyone to be true allies in society."

Pravin Sutar, National Creative Director, Leo Burnett Bengaluru, said, "With The Closet, we intend to give a peek into the uncomfortable world for many in the LGBTQIA+ community. A reminder that we need to build a world that's more accepting and filled with love - where nobody has to live in a space that's uncomfortable, just for being their authentic self. We hope this sparks a debate in everyone's homes, and inspires reassuring actions."


Agency: Leo Burnett Bengaluru

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

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


National Creative Director: Pravin Sutar

Associate Executive Creative Director: Jamuna Poovaiah & Sandeep Iyer

Associate Creative Director: Sanjeev Tripathi

Art Director: Sarjit Talwar

Copywriter: Akhil Malshet


Account Management:

Executive Director: Rajeev Rakshit

Senior Vice President: Bhawana Choudhary

Assistant Vice President: Keerthi Kumar

Brand Services Director: Suraj Kanduri

Brand Services Associate: Ananya Samantaray

Director: Gowri Neelavar

Executive Producer: Varun Sharma

Production House: The Stupid.Collective