Swedish home furnishing brand Ikea has launched an integrated campaign in India. The campaign consists of a film conceptualised by Dentsu impact which aims to highlight the role of a family, by urging people to share responsibilities for growing together.
It tells the story of a family getting ready to welcome a new baby into their lives, talking to the brand's core audience – families with children.
Amitabh Pande, marketing head, Ikea India said, “More than ever, our homes have become our entire world. The home is the source of who we are, what we do, and where we are heading in our lives. Is it any wonder that any change we wish to make in our lives, needs to start at home? Because with change, comes new possibilities and new beginnings. That’s why 'home is where it all begins'. This second campaign in the series speaks to one of the most important changes in the living situation of a family - the coming of a new baby, and that too during the time of pandemic. When both parents are working (from home), and there is very little help, the only way is for everyone to pitch in. They say it takes a village to raise a baby! This story is about a father playfully training his young son to contribute to taking care of the baby that is due to arrive soon. And how Ikea, through its wide range of functional and affordable home furnishing solutions, is a key enabler to make this journey of change easy and even fun. Because when we share our responsibilities, we grow together as a family.”
The campaign will be live on TV, outdoor and digital.