IKEA launches maiden campaign in India - Make Everyday Brighter

IKEA – the world’s most loved Swedish brand, is all set to foray into the Indian market with its latest campaign - Make Everyday Brighter.

Not just has the opening of the first store in Hyderabad been an eagerly awaited event, there has also been immense curiosity around the brand communication, with IKEA being known for its great campaigns the world over.

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The brand released its launch communication recently. Dentsu Impact, the creative agency from Dentsu Aegis Network, who was in news for being chosen by IKEA as partners for India, in August 2016, is behind the first ever India communication campaign for IKEA.

In the words of Ulf Smedberg, Country Marketing Manager, IKEA India, “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’. 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.”

Speaking on the campaign, 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, Chief Creative Officer, Dentsu Impact speaking about the creative concept, 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."

The ad captures playful moments between family members and shows just how amazing our lives at home can be. Each situation brings to life a new perspective to everyday life at home and how IKEA's home furnishing solutions help make each day brighter and happier. The TVC is warm, playful and something that every Indian family can relate to.

Amish Sabharwal, Creative Head, Dentsu Impact Bangalore adds, “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.

Produced by Bang Bang,  a part of The 120 Media Collective, Roopak Saluja, Founder & CEO of Bang Bang said, "Working with Dentsu Impact to produce the India launch campaign for one of the world’s most distinguished brands, is a matter of great pride for us. It was a complex production shot over nine days, the result of which is a large number of compelling deliverables including TVC, tons of digital content and print and gaming assets. To stay true to the brand's Swedishness, we harnessed the talent of Stockholm-based director, Anders Jedenfors and Cinematographer, Jallo, also a Swede. But it was supremely important to make it relatable to Indian audiences, which we at Bang Bang, working closely with Dentsu, managed to ensure.”

The brand’s communication is live on TV and OOH, and is expected to release a set of digital films, amongst other things, soon as well. The IKEA store is slated to open on 19th July in Hyderabad, and we will keep updating you on the campaign as it unfolds.