Ikea unveils its first campaign in India

Swedish brand Ikea has unveiled its first Indian campaign to mark its foray into the Indian market.

The campaign titled 'Make Everyday Brighter', created by Dentsu Impact, features Ikea products and announces the opening of its first store in Hyderabad on 19 July.

According to Ulf Smedberg, country marketing manager, Ikea India, the campaign aims to inspire, surprise and engage Ikea's future customers.

He added: "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.”

Soumitra Karnik, chief creative officer, Dentsu Impact said: "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."

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