Campaign India Team
Sep 24, 2023

Ikea breathes new life into homes

Watch the films conceptualised by Leo Burnett here

Ikea has rolled out a campaign 'all things festive', showcasing how its home products rejuvenate consumers homes through a lyrical narrative. 
 
Conceptualised by Leo Burnett, the films, featuring the lyrical theme 'we feel new,' offer a playful narrative where existing home elements joyfully welcome the arrival of new Ikea additions, such as the Persbol chair and Ingatorp table. By personifying the décor elements, the films capture reactions of family members and existing furniture, as they groove to music and dance, infusing everything with a fresh and vibrant spirit. The films aim to demonstrate how Ikea products seamlessly integrate with Indian festive décor, revitalising any living space with a renewed sense of life.

 
Anna Ohlin, country marketing manager, Ikea India, said, “We aim to connect with our consumers on a deeper, meaningful level. The 'all things festive' campaign is a celebration of India’s festive spirit and highlights how little additions to a space add so much comfort, beauty and happiness. Through these unique narratives, rooted in human emotion, we intend to truly bring our brand closer to our customers.” 
 
Pravin Sutar, Head of Creative, Leo Burnett added, "The build up to Diwali can be pretty overwhelming for people. All that you see brands say is" buy more, buy a lot... The more you buy, the happier you are, etc. Just buy, buy, buy!" This narrative didn't quite fit into the IKEA scheme of things - and our vision towards sustainability. We flipped the entire festive narrative and designed a campaign that's about buying less. "A little IKEA makes everything new". An idea that celebrates the power of IKEA design, and how it can light up a room with less. All this while keeping a fresh way to tell the story as well."
 
CREDITS: 
Client: Ikea
Agency: Leo Burnett
Chief executive officer and chief creative officer, Leo Burnett, South Asia: Rajdeepak Das
Chief executive officer, Leo Burnett, South Asia: Dheeraj Sinha
National creative director - Vikram Pandey
Head of creative: Pravin Sutar
Associate executive creative director:  Jamuna Poovaiah and Sandeep Iyer
Associate creative director: Niharika Mishra and Srishty Kamboj
Creative director, regional: Uday Kumar
Art director: Akhil Rajan
Account management: Senior Vice President: Bhawana Choudhary
Brand services partner: Isha Mehta
Brand services director: Kritika Bhardwaj 
Executive vice president, strategy: Mittu Torka
Brand strategy director: Vrudhi Doshi 
Director: Kishore Iyyar
Production house: Nirvana Films
Producer: Ranjan Bhowmik
 
Source:
Campaign India