Inspired by the synergy between Indian and Swedish cultures, the ‘Anglatarar’ collection from IKEA has enriched Hyderabad airport with rich indigo colours that bring out the retail brand’s connect with Indian heritage. Ideated and executed by Kinetic India, the whole concept revolves around ‘A Tribute to India’ and sets the right ambience -- right from its living room to the bedrooms. It showcases the brand’s new collection inspired by the collaboration of the two countries.

The brand has replaced the plain brown curtains of the ladies frisking booth at the airport with real IKEA curtains enhancing opportunities for travellers passing through the zone to experience the brand. The inside and outside spaces on the window panes too have been utilised to unveil the collection, accompanied by a short message.

With a push button the curtains give a surprisingly new look and the mock-up executed inside the airport has become the talk of the town.

This activation campaign marks a first for Rajiv Gandhi International Airport, Hyderabad, which welcomed this initiative after the completion of the necessary approvals followed by a bout of discussions. There were of course many challenges and multiple hindrances as it was the first time that a curtain activation of this kind has been executed.

Speaking about it, Anisha Agarwal, External Communications Manager, IKEA India shares, “With every communication that we develop, our ambition is to execute it with the most innovative mediums and discover touchpoints that people interact with. This specific activity of using the ANGLATARAR curtains at the frisking booths will give our audience the touch and feel of the collection.”

Charanjeet Singh Arora, Co-CEO, Kinetic India adds, “First of all we would like to thank IKEA for giving us this wonderful opportunity. We love working on briefs from IKEA because our teams get absolute clear details on the expectations and deliverables. It's a beautiful initiative of converting the female frisking zone into IKEA experience zone, an idea which is simple, relevant and connects to the TG instantly.”