Ikea has rolled out its first film for the Indian market ahead of the launch of its first store launch. The film has been conceptualised by Dentsu Impact.
The first store is scheduled to open on 19 July in Hyderabad.
The film shows a few of the products Ikea offers with its prices and captures playful moments between family members.
Ulf Smedberg, country marketing manager, Ikea India, said “We are so excited to launch our Ikea brand in India. Our ambition has all the time been to inspire, surprise and engage our future customers. Everything we do comes from our belief to create a better everyday life and from market insights, and this is expressed in our positioning direction ‘make everyday brighter’."
He added, "We think that together with our creative partner, Dentsu Impact, we have created a strong communication that will be liked and hopefully loved by everyone in India. It’s about how Ikea helps people in embracing change for a brighter tomorrow by providing affordable solutions for your home, no matter of your living situation or size of your wallet. For us it is important that all we do should be relevant yet aspirational and connects India and Ikea in a fun, distinct yet very unique way.”
Amit Wadhwa, president – Dentsu Impact, said, “The Ikea launch is not like any other launch. It is a brand loved all over the world, not just for its outstanding home furnishing solutions but also for some great communication. Working with the Ikea team to create the first ever communication for India was a truly enriching and amazing experience for us. We are very happy with where we have reached in this journey, and as we go along, you will see many different elements coming together to create a robust and integrated campaign.”
Soumitra Karnik, CCO, Dentsu Impact, added, "The Ikea launch campaign is truly reflective of what Ikea is as a brand – simple, relatable and insightful. The campaign is based on the core thought of how our life at home can become brighter when we look at our homes differently. It’s not just the big things, but even the everyday that Ikea can help brighten through its various solutions. What you’ll see is something that is truly Indian as well as truly IKEA - a campaign that is real, it’s about all of us and our lives, and one that will leave viewers with a nice, happy feeling."
Amish Sabharwal, creative head, Dentsu Impact Bengaluru, added, “You only get to launch Ikea once in India and as a campaign this is going to be a truly integrated piece of work out of Dentsu Impact. There is a very exciting digital first content series planned which is going to be a first of many novel initiatives on the brand. Also a lot of Hyderabad centric activations, on grounds and the works. All in all, a great time to be working on Ikea and in advertising.
Along with this TVC, the campaign also has OOH and digital legs.
Creative agency: Dentsu Impact
CCO: Soumitra Karnik
Creative head, Bengaluru: Amish Sabharwal
Associate creative director: Prachi Sharma
Group head: Twisha Ahuja
Creative supervisor: Pablo D’costa
Chief films office: Suprotim Day
SVP: Megha Sadhwani
Account director: Sumedha Sachdeva
Account supervisor: Gaurisha Singh
AVP: Krittika Chakraborty
Senior planning manager: Aanchal Sachdeva
Production house: Bang Bang
Director: Anders Jedenfors
DoP: Jallo Faber
Produced by: Roopak Saluja and Kareena Dalal
Line producer: Chetan Kale
Associate producer: Zuleikha Gupta
DA: Rayit Qazi
1st AD: Edwin Quadros
2nd AD: Yashika Gor
Music director: Philip Ekström
Sound engineer: Jarvis Marcedo
Offline editor: Utsav Bhagat
Online editor: Vinay Amin
Colourist: Matin Okutay
Post production supervisor: Tarun Mahajan
Post production assistant : Mangesh Futak
Post studios: Prime Focus, Nube, Shankh Studio