Festive Ready Homes: IKEA's 360-Degree Diwali Campaign Shines in India

With Diwali just around the corner, Indians are sprucing up their homes, and IKEA India has tapped into this festive spirit with their latest campaign, “Make Room for All Things Festive.” The film captures IKEA's focus on offering solutions for every room, ensuring readiness for both planned and unexpected moments. Anna Ohlin, Country Marketing Manager at IKEA India, explains, “People make grand plans for the festive season, but things don’t always go as expected. With IKEA, you’re prepared for any surprise.” Complementing the main film, IKEA released a series of 10-second spots showcasing how their products can transform a home for the festivities. This campaign spans television, digital, OTT, and outdoor advertising, reaching audiences through a comprehensive 360-degree approach.

Currently, IKEA India operates three large-format stores in Hyderabad, Navi Mumbai, and Bengaluru, as well as a city store in Mumbai. With regional television ads, IKEA aims to target these key areas. Jayendra Gupta, IKEA India’s Country Integrated Media Manager, shares that their goal is to make IKEA a “one-stop destination for all things festive.” By mapping the consumer journey and adapting to each region’s unique media landscape, IKEA tailors its communication strategy to each market’s maturity and preferences. For example, while television is highly effective in Hyderabad, a more cosmopolitan Mumbai demands a greater digital presence. 

Reflecting on IKEA’s journey in India, Gupta notes that brand awareness was initially low when the first store opened in Hyderabad in 2018. Today, IKEA has achieved strong brand recall across key metrics in the home furnishing category. However, the Indian market is fragmented, with around 65-75% of the sector being informal and unorganized. This growth opportunity is welcomed by IKEA, as Ohlin highlights: “Building this category in India is a shared effort, and we’re glad to see competition as it helps everyone grow.”

For many, visiting an IKEA store is a memorable experience, and in India, IKEA is expanding through a mix of large-format and city stores. This strategy ensures a balanced offering that caters to different consumer needs. Another standout feature is IKEA’s “365 days to Change Your Mind” policy, which allows customers to return or exchange products within a year, an industry first in India’s home furnishings market. Online sales are also growing, with IKEA delivering to areas within Maharashtra, Karnataka, Telangana, Andhra Pradesh, and some parts of Gujarat. Gupta adds, “As our physical presence expands, so will our online reach.”

Indian consumers often look to refresh specific areas rather than the entire home, with a focus on affordable, functional items. Living rooms, being central to Indian homes, are key investment areas. Additionally, in September, IKEA launched the “It’s Time to Sleep Beautifully” campaign to address India’s high sleep-deprivation rates. Covering six essentials for better sleep—comfort, lighting, sound, temperature, air quality, and decluttering—IKEA offers a holistic approach to improve sleep quality.

Looking to the future, IKEA aims to join the quick-commerce movement in India. Ohlin notes, “Quick commerce is a dream scenario for us, and we’re working to make it possible. It’s a top priority for us, and we’re learning fast.” IKEA’s vision is to bring essential home items to consumers quickly, a move that aligns with India’s rapid embrace of instant delivery.