IKEA India stresses the importance of home as work and life blend together.
‘It all starts at home’ is Ikea’s newest brand campaign positioned in India. It connects with Indian consumers and expects a long-term growth prospect in the country with this tactical shift.
India is known to be a nation that dreams and the journey of all those dreams begin at home. What used to be kitchens, bedrooms and balconies are now artistic corners, exercising areas, cafeterias, salons and so much more. They now resemble traditional and modern spaces existing at one place and shaping the lifestyle dynamics and aspirations. The campaign honors the role of Indian homes in shaping the identity and turning the dreams into reality.
Ikea has been a part of everyday life for millions across the country since its entry in the market in 2018. The brand has achieved substantial brand recall and went up from 4% initially to 43% today.
Ikea’s belief in solidifying its relevance and presence through expanding online along with service-related touchpoints across the Indian cities is intact. Their core focus for the future is to create solutions for small spaces, multi-functional living, daily needs of the families and areas where changes are taking place very fast.
This repositioning will act as a base to create a 360 degree approach with films, social content, and influencer collaborations in the Ikea stores and on the Ikea’s website and app.
Ikea has recently announced three films to be placed between its products and the distinct dreams and aspirations of Indian homes. The first one is going live with Kabita Singh, a Youtube chef, sharing her real story started in her kitchen which brought around 15 million subscribers on her channel.
Patrik Antoni, CEO, IKEA India, mentioned, “When we arrived in 2018, our focus was on welcoming people into IKEA and helping them experience our stores, our range, our prices, and life at home philosophy. Since then, the relationship has deepened. We have spent time in Indian homes, listened to how people live, and seen how expectations from home have expanded. This new brand position reflects our belief in India’s potential and sets the blueprint for our next chapter, where we aim to reach twice as many consumers. We see this as an emotional contract to be a humble life companion who removes physical, financial, and psychological barriers between people and their dream homes. This commitment will shape everything- from our products and solutions to the experiences in our stores, website, and app. Our goal is to grow accessibility, so we are present wherever life is taking shape, no matter the size of homes, wallets, or dreams.”
Key Takeaways from the campaign
Brand Positioning
The campaign positioned the brand as a companion in supporting dreams and aspirations starting from home in India.
Real stories
The campaign used real life stories of people who started with humble living, creating an emotional connection.
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