Creativity

Ikea urges Indians to adopt a healthy lifestyle by sleeping well

By Taruka Srivastav | Reporter

Ikea

|

Creative Works article

October 28, 2019 | 3 min read

Ikea, the global home furnishing brand, is urging people to improve their sleep in order to lead a healthy lifestyle.

The campaign, titled 'Let's Celebrate Sleep, Everyday' showcases how members of a family struggle to sleep due to light and sounds coming from the windows, uncomfortable mattresses and pillows and the phone buzzing late night.

Ikea is urging Indians to adopt a healthy lifestyle by sleeping well

Ikea is urging Indians to adopt a healthy lifestyle by sleeping well

The advertisement further highlights the importance of sleep in order to function efficiently, especially during the festive season.

The campaign will run across TV, print, digital, radio, OOH, Ikea Family (Ikea’s customer loyalty program) workshops and BTL activities such as placing ‘Sleep Pods’ at prominent malls in Hyderabad.

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Ikea also released a radio campaign to create chatter around the importance of sleep on multiple radio stations in Hyderabad and one of the radio shows called the ‘expert talk’ features Ikea’s interiors expert Mia Olsson, who shares home furnishing insights with the callers.

Amitabh Pande, marketing head, Ikea India said: “Our culture very well rewards making the most of our day, we try and pack in 48 hours’ worth of action in 24 hours. Interestingly, 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."

Ikea: Let's celebrate sleep, everyday

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IKEA is a Swedish-founded Dutch-based multinational group, that designs and sells ready-to-assemble furniture, kitchen appliances and home accessories. It has been the world's largest furniture retailer since at least 2008.

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