Ikea India has given its products a rich range of personalities in its latest campaign, 'Talking Products'.
The campaign, conceptualised by Dentsu Impact, showcases bookcases, lamps and storage items narrating their struggles and personalities with their own quirks, like different tone of voice, with the aim to position that they are unlike any other objects.
Ulf Smedberg, country marketing manager, Ikea India said: “We at Ikea saw the need early on to find an emotional connection with consumers and their future relationship with our range. In order to de-dramatize and 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 of short films, we let some iconic products speak and express their personality, in a fun and engaging way. The reaction has so far been very positive, with people finding them to be surprising yet distinctively Ikea.”
Megha Jain Sadhwani, senior vice president, Dentsu Impact said: “The reason why Ikea is the world’s most loved Swedish home furnishing brand is its products, they are the heroes that make this brand what it is.
"The intent behind this series of films is to introduce these heroes to the Indian audience in a typical Ikea style - simple and playful, and what better way to do this than to let the products do the talking themselves, literally”