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A little after the Ikea store launch in Hitec City, Hyderabad, which has been one of the most talked about launches, the Swedish home furnishing giant has decided to get creative with its advertising. It has decided to let some of its products do the talking, literally, showcasing its products as the main protagonist.
A hero in the making, each product plays a certain character in the company’s new advertising. The communication has been created by Dentsu Impact, the creative agency from the Dentsu Aegis Network.
‘Talking products’
Megha Jain Sadhwani, Senior Vice-President, Dentsu Impact, told BusinessLine: “More than a consumer insight, the new ads are based on a product insight. Every Ikea product has its own unique story and every product comes into existence to solve a particular consumer need.”
Ulf Smedberg, Country Marketing Manager, Ikea India, said the brand decided early on to find an emotional connect with consumers. “In order to de-dramatise and make parts of our range more attractive, inspiring, yet even human, we created our new communication campaign ‘Talking products’,” he said.
Dentsu Impact and Ikea India have released a series of new films on TV and digital. The series of short films has some iconic products speaking and expressing their personality, in a fun and engaging way. The reaction, says Smedberg, has "so far been very positive, with people finding them to be surprising yet distinctively Ikea.”
The agency decided to take a creative leap and “capture the uniqueness through fun storytelling, one that would also help build a relationship between the audience and the Ikea products,” said Sadhwani.
Quirky character
“The ads are about products that have a quirky character of their own, each unique and fun,” she explained. “The products are being presented in a lighthearted and fun manner, really showing how Ikea as a brand is not afraid to poke fun at itself. This playfulness is something that is intrinsic to Ikea as a brand.”
Amish Sabharwal, Creative Head, Dentsu Impact Bengaluru, added: “Ikea is known for great creative formats across the globe. This is our India attempt to add to that stellar reservoir. The idea is to get audience to enjoy the storytelling and the magic of each product.”
Krittika Chakraborty, Planning Head, Dentsu Impact Bengaluru, explained the strategic intent behind the films. “The slight edge and playfulness of their execution ensures their suitability to the digital medium, making them the kind of content people want to engage with.”
Ikea plans to open 25 outlets by 2025 across India.
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