Ikea India has rolled out a campaign titled ‘Ghar Aa Jao’ (come home), to highlight its brand positioning across markets and develop an emotional connect with its consumers.
The four slice-of-life films feature Ikea’s co-workers creating an experience of warmth, love and the feeling of ‘life at home’ for consumers at their stores.
The first film ‘cheat day’ features an old man eyeing the pastries at the Ikea cafe counter. The woman at the register sees that the man is hesitant to order because his wife is next to him. However, when his wife takes a call and steps away from the counter, the woman at the register gives him a plate of dessert. The wife comes back to the register and sees that her husband is devouring the desert and gives him a judgemental stare. The film ends with the voice-over saying, 'cheat days happen at our house too'.
The second film ‘childhood’ showcases an Ikea employee playing with a child who is colouring. The film features the child colouring different pages and making a collage to create an ocean. The Ikea employee grabs a whale soft toy and plays around with the collage the boy has created. The film aims to show how the brand can create childhood memories for children at their store.
The third film ‘sofa’ showcases a couple testing out a sofa at the Ikea store. The first sofa they check is big and leaves a huge space between them as the man and the woman are seated at the opposite ends. The salesperson looks at the space between them and suggests another sofa. The second sofa is sufficient for the two and doesn't leave much room, allowing the man in the film to put a hand around his partner. The film ends with the voiceover saying, 'you can get relationship advice at our home too!'
The fourth film ‘squable’ showcases two Ikea salespeople setting up a bed. The two protagonists in the film, fight over which pillows should go up. One of them opts for red pillows, while the other opts for pink. A customer walks by and picks both the pillows instead of one, showcasing how friendly squabbles take place at their home (stores) too.
Anna Ohlin, country marketing manager, Ikea India, said, “The new campaign celebrates the love for home and focuses on the value home holds in bringing people closer. The many people in India are full of warmth and love for each other, and we want to build a deep, emotional connect between our customers and their homes. With Ikea’s new positioning of ‘Ghar Aa Jao’, we are trying to tap into this cultural context while warmly inviting the many people to come and visit the Ikea store, our home, in their city.”
