Dentsu Impact gives Ikea products a voice in new campaign

Dentsu Impact’s recent campaign for Ikea gave the Swedish store’s ‘hero products’ a voice and an attitude.

Each ad featured a product playing a character – for instance, a bookshelf that’s a bit of a snob or a lamp that believes its a spiritual guru.

Ikea’s country marketing manager for India Ulf Smedberg said “We saw the need early on to find an emotional connection with consumers and their future relationship with our range. In order to make parts of our range more attractive, inspiring yet even human, we created our new communication campaign which we internally call ‘talking products’. In this series, we let some iconic products speak and express their personality, in a fun and engaging way. The reaction so far been very positive, with people finding them to be surprising yet distinctively Ikea.”

Megha Jain Sadhwani the senior vice president at Dentsu Impact added, “The intent behind this series of films is to introduce these heroes to the Indian audience in a typical Ikea style – simple and playful. What better way to do this than to let the products do the talking themselves, literally!”

Creative head at Dentsu Impact Bengaluru Amish Sabharwal said, “Ikea is known for great creative formats across the globe. This is our India attempt to add to that stellar reservoir.”

The films have been released online and on TV in Hyderabad, currently the only Indian city with an Ikea store.


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


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