IKEA, the renowned Swedish furniture giant, has ushered in the festive season with a new advertising campaign that exudes the delight of new beginnings. The campaign introduces two new additions to its product lineup—the PERSBOL chair and the INGATORP table.
In this creative campaign, IKEA showcases the art of personification, infusing life and personality into inanimate objects. The advertisements ingeniously depict the reaction of the surrounding décor as they groove to music and dance, exuding an aura of freshness and vibrancy. The PERSBOL chair and the INGATORP table, both designed to solve practical needs, seamlessly blend with Indian festive aesthetics, infusing a renewed spirit into any living space.
Anna Ohlin, Country Marketing Manager, IKEA India, emphasized the campaign’s objective, saying, “At IKEA India, 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 at Leo Burnett, shed light on the campaign’s innovative approach, stating, “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.”
The campaign will be showcased on various platforms, including broadcast and digital channels. It aligns with IKEA’s ongoing commitment to enhancing consumers’ lives at home and reinforcing its identity as an affordable brand for the masses.
