Ikea India launches festive season campaign around celebrating sleep

Ikea has launched a campaign for India called ‘Let’s Celebrate Sleep, Everyday’. Created by Dentsu, the campaign focuses on the numerous hindrances to sleep in an Indian family – from children sleeping on the same bed, to lights and sounds from the street, to uncomfortable mattresses and pillows. 

‘Let’s Celebrate Sleep, Everyday’ includes a series of digital films that draw attention to specific products from Ikea that aid in better sleep.

The campaign will play out over television, print, digital, radio, OOH.It will also use Ikea’s loyalty programme, workshops and create sleep pods at prominent malls in Hyderabad – the location of the retailer’s first flagship store in India. Ikea’s interiors experit Mia Olsson is expected to appear on a popular radio show where she will share home furnishing insights and run a contest around people’s sleep stories with Ikea gift cards as prizes.

Speaking about the campaign Ikea India marketing head Amitabh Pande said: “We try and pack in 48 hours’ worth of action in 24 hours and our constantly connected lives and our relentless FOMO just adds to it, making us take the most crucial aspect of being – our bodies for granted. 

“How can you celebrate and have a great time if you’re not rested enough every night? So, this festive season, we at Ikea are requesting customers to make time for sleep and celebrate sleep every day.

“Through this campaign, we want to focus on sleep as a key ingredient to enable us to do all the things we want to do in our lives. Especially during the festive season, when the day’s activities demand higher energy levels from us. 

“In this scenario, a good night’s sleep can help us make the best of our times, spent with friends and family. We are taking small steps to help our people adopt a healthy lifestyle through our wide range of beds, mattresses and sleep accessories, catalysing the importance of sleep.”


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