IKEA India Adds a Filmy Twist to Furniture in New OOH Campaign

IKEA India has launched a unique and entertaining Out-of-Home (OOH) campaign across Mumbai, Bangalore, and Hyderabad, giving its furniture a delightful filmy twist that connects with Indian pop culture. By creatively blending its product names with famous movie dialogues and songs, IKEA India aims to make its furniture range more relatable and memorable for Indian audiences.

The campaign uses well-known IKEA items such as the BILLY bookshelf, TAGGADeley clock, and MALM dresser and pairs them with playful, movie-inspired phrases for each city. For example, in Mumbai, IKEA’s BILLY bookshelf is advertised with a humorous nod to a popular Bollywood dialogue: “BILLY, BILLY, BILLY; Aaja, Aaja, Aaja.” In Hyderabad, the TAGGADeley clock reflects the local flair with a reference to the popular Telugu phrase “TAGGADeley”, adding a touch of regional flavor to the ad. Meanwhile, in Bangalore, the MALM dresser gets a nod in “Mungaru MALM e,” resonating with a famous Kannada film song.

This campaign draws on local cinema references, effectively bridging the gap between furniture and film, creating a relatable experience for customers across the different cities. Each ad aligns with the regional culture, bringing IKEA closer to home for Indian consumers and sparking interest through humor and nostalgia.

Jayendra Gupta, IKEA India’s Country Integrated Media Manager, shared insights into the strategy behind the campaign, saying, “These iconic dialogues hold a special place in people’s hearts—just as our product names have become memorable worldwide. We are globally known for creating strong pop culture moments in advertising, but in India, we want to bring more nuance to every market we communicate with. By pairing our products with these classic lines and songs, we’re bringing IKEA closer to home and adding a touch of humour that everyone can enjoy.”

Gupta emphasized that the campaign is part of IKEA’s broader strategy to localize its marketing efforts in India. By tapping into familiar movie references and local expressions, IKEA hopes to capture the attention of the Indian audience in a way that’s entertaining, while reinforcing its brand as both international and relevant to Indian sensibilities. The clever use of local pop culture references also strengthens IKEA's brand identity in India, where cinema is an intrinsic part of everyday life and has a powerful influence on cultural trends.

This new OOH campaign marks a step forward in IKEA India’s localization strategy, using creativity to reach a wider audience with region-specific advertising. The brand has historically had a strong presence in global pop culture, but with this campaign, it takes a step toward understanding the nuances of Indian markets and adapting its strategy accordingly. By aligning its product range with popular movie moments, IKEA successfully brings its furniture to life in a way that feels familiar, humorous, and approachable.

Through this campaign, IKEA India continues to innovate in its marketing approach, ensuring that its brand remains memorable and engaging. This cinematic twist on their furniture not only highlights IKEA’s playful spirit but also makes its home furnishings feel like part of India’s cultural landscape.