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Home » OOH News » Home is the hero in IKEA’s new campaign

Home is the hero in IKEA’s new campaign

By M4G Bureau - February 24, 2021

The new campaign, second in a series launched across TVC, OOH and digital, drives home the values of shared responsibilities in a home and the importance of a family growing together

Swedish home furnishing brand IKEA has launched a new integrated campaign in India, the second in the series Home Is where it all begins across television, OOH and digital channels.

The campaign will run on TV in both Telangana and Mumbai markets on regional channels. Telangana market will see the TVC in the Telugu voice over running to strengthen the local connect while the Mumbai market will have an English voiceover to appeal to a more diverse and cosmopolitan population. It is a 360-degree campaign which will be live on TV, OOH (outdoor) and digital. 

The first campaign under ‘Home is where it all begins’ was released last year. It talked about a family that has moved to a new home and is bringing a slice of outdoor into their city home. The second in the series is the story of a family getting ready to welcome a new baby in their lives. The campaign talks to IKEA’s core audience – families with children and reflects progressive values that the brand prizes. 

Commenting on the campaign, Amitabh Pande, Marketing Head, IKEA India says, More than ever, our homes have become our entire world. The home is the source of who we are, what we do, and where we are heading in our lives. Is it any wonder that any change we wish to make in our lives, needs to start at home? Hence, ‘Home is where it all begins’. This second campaign in the series speaks to one of the most important changes in the living situation of a family - coming of a new baby, and that too during the time of pandemic. The idea behind the campaign is to convey that IKEA, through its wide range of functional and affordable home furnishing solutions, is a key enabler to make this journey of change easy and even fun. 

 

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