‘Make Everyday Brighter’ – Ikea’s first ever ad campaign in India comes courtesy of Dentsu Impact

The arrival of Swedish furniture brand Ikea in India will be accompanied by a new ad campaign from Dentsu Impact, the first ever for the brand in India.

Following the opening of the first store in Hyderabad on July 19, the firm will run a television spot and outdoor campaign from next week plus a series of films to run on social media and websites. All will include the tagline: ‘Make Everyday Brighter.’

The television commercial captures moments between family members at home as a way of promoting the products. The brand claimed the TVC was “warm, playful and something that every Indian family can relate to”.

Dentsu Impact president Amit Wadhwa said: “It 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. You will see many different elements coming together to create a robust and integrated campaign.”

The campaign is simple but insightful, according to Karnik

Dentsu Impact chief creative officer Soumitra Karnik added: “The campaign is truly reflective of what Ikea is as a brand – simple, relatable and insightful. It is based on the core thought of how our life at home can become brighter when we look at our homes differently.”

Smedberg wants to make everyday brighter

Meanwhile, Ikea India country marketing manager Ulf Smedberg said he was very excited about the launch, adding: “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’

“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.”

Finally, Dentsu Impact Bangalore creative head Amish Sabharwal explained that the campaign would be truly integrated, truly Indian and truly Ikea. “You only get to launch Ikea once in India,” he said.

“There is a very exciting digital-first content series planned, which is going to be a first of many novel initiatives for the brand. Also a lot of Hyderabad-centric activations. All in all, a great time to be working in advertising.”

Wadhwa says it’s a great time to be working in advertising


Chief creative officer: Soumitra Karnik

Creative head, Bangalore: Amish Sabharwal

Associate creative director: Prachi Sharma

Group head: Twisha Ahuja

Creative supervisor: Pablo D’costa

Chief films officer: Suprotim Day

Senior vice-president of account management: Megha Sadhwani

Account director: Sumedha Sachdeva

Account supervisor: Gaurisha Singh

Associate vice-president of strategic planning: Krittika Chakraborty

Senior planning manager: Aanchal Sachdeva


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing