Ikea - Ghar Aa Jao Campaign

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 Ikea is a multinational furniture company that designs and sells ready-to-assemble furniture. Its biggest competitors are Walmart, Bed Bath Beyond, and Amazon. Ikea's slogan is ’creating a better everyday life for many people, and with this, in mind, Ikea is coming up with various creative ideas to showcase their product. The Swedish furniture retailer has focused on customer-centric content marketing. 

On September 8th, 2022, Ikea India announced its new brand positioning – Ghar Aa Jao, Come home to Ikea, with an integrated campaign across markets. It aims to create coaction between the brand and the traditional Indian values, inviting people to their homes to celebrate every occasion and create a lifetime of memories. the campaign's focus is to celebrate the familial love, and home values that we share and bring people closer through it.

Anna Ohlin. the country marketing manager, of Ikea India, said, “Ikea's new campaign celebrates the love for home and focuses on the value home holds in bringing people closer. The people of India are full of warmth and love for each other, and we want to build a deep, emotional connection between our customers and their homes”.

Ikea is a growing brand in India. It is online in Mumbai, Pune, Hyderabad, Navi Mumbai, and Bengaluru. They have been sourcing from India for nearly 40 years working with around 65 suppliers, 48000 direct employees, and 500000 people in the supply chain in India producing for Ikea stores worldwide.


Source: https://www.adgully.com/


The ’Ghar Aa Jao, Come Home to Ikea' campaign comes alive in 4 slices of life TVCs featuring Ikea co-workers creating the experience of warmth, love, and feeling of ’Life at Home' while shopping at Ikea stores. To reach out to many and help with the marketing through social media they have collaborated with artists like Mallika Dua, Danish Sait, and Jahnavi Dasetty to create relatable, humorous, and engaging content for its promotion. As a part of the campaign, Ikea will take over iconic places in the cities to reach out to many people to share a glimpse of Life at Home at Ikea stores. For the first time, Mumbai's Gateway of India, Bangalore's Town Hall, and Hyderabad's Chowmahalla Palace will be lit up to share this special message with our customers on 17th September.

The essence of the campaign and the brand specifically focuses on providing the best possible furniture to people across the country where they can enjoy the homely experience with the company of their loved ones, bond with them, and create lifetime experiences. Ikea has many stores across the country all majorly in metro cities, the places where there are usually more

urban-centric people facing space constraint issues. Ikea makes products suitable for audiences of all kinds trying to incorporate storage friendliness, and good quality, providing the best of utility and functionality simultaneously.


Source: https://twitter.com/ikeaindia?lang=cs

Ikea India has hosted India's first synchronized projections across three cities – Mumbai, Bangalore, and Hyderabad with vibrant visuals through projection mapping – to convey a special message to many people. Ikea recently announced its new brand positioning for India – Ghar Aa Jao, Come Home to Ikea – with an intent to build a stronger, deeper emotional connection with its customers, and this spectacular display was Ikea's way of inviting the many people to visit its home, the Ikea stores. The event witnessed many visitors watching larger-than-life projections showcasing Ikea India's vision, brand offerings, and journey to the many people. Ikea believes in creating a better everyday life for many people and this activation is an extension of their new brand positioning announcement in the market. A brand for the many, took over these iconic landmarks to reach out to the many people, sharing their love and passion for homes with them thus, inviting them to the stores.

The advertising campaign makes connections between the brand and the traditional Indian ethos of having guests over to rejoice and make memories on any occasion. The campaign reiterates that Ikea puts the home-like feeling at the centre of all they do. So far, the campaign has just been launched as of the first few weeks of October, therefore it's too early for the company to declare the stats and the results but Ikea has still managed to increase sales and garner more customers through the campaign. they successfully managed to advertise and market the movement in India.


-Nishita Jain

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