Mumbai: IKEA India has kicked off the festive season with its latest campaign, Cook Up Some Magic, celebrating the role of food in bringing families together during festivals. Conceptualised by Leo Burnett, the campaign highlights how cooking, eating, and sharing meals form the true essence of celebrations at home.
The campaign film, set at a lively dinner party, takes a playful spin on the mannequin challenge. As soon as the food enters the room, the frozen guests burst into dance to the timeless beats of Auva Auva Koi Yahan Nache by Usha Uthup and Bappi Lahiri. Adding to the festive cheer, Usha Uthup herself made a special appearance, grooving to the track at an IKEA store and delighting shoppers and co-workers alike.
Alongside the main film, IKEA has rolled out a series of short films showcasing over 700 festive offers across cooking, dining, and serving essentials—ranging from preserving leftovers to cleaning up after the party—helping families prepare their homes for the season.
Jayendra Gupta, Country Acting Marketing Manager & Integrated Media Manager, IKEA India, said, “In India, food isn’t just on the table—it’s at the heart of every celebration. At IKEA, life at home is our heartbeat too, and during festivals, that rhythm always leads us back to the kitchen, where joy is cooked and shared. Whether it’s the buzz of the kitchen, the warmth of the dining table, the joy of eating together, or shared moments over cleaning up after, food makes celebrations memorable. That’s why our big focus this year is on Cooking & Eating. From preparing, cooking, serving, eating, to cleaning up and organising afterwards, IKEA has affordable, functional, and beautifully designed solutions that make every step easier, so families can focus on what matters the most—enjoying the moments together.”
Usha Uthup, whose legendary track features in the campaign, added, “I love IKEA for bringing back this iconic track, and truly hope that music like this, festivities and traditions, and the joy of celebrations at home remain timeless and are passed on to generations ahead.”
Pravin Sutar, National Creative Director, Leo Burnett India, said, “In India, food is never just about taste, it is about togetherness, tradition, and the joy of sharing. Every festival comes alive through food. With this campaign, we wanted to dramatize the power of food, and its ability to get a celebration going. Because at IKEA, we understand the warmth, the laughter in the kitchen, the bustle of preparation, the colour, and texture of Indian festivities. ‘Cook up some magic with IKEA’ is not just a line, but a reminder—about turning simple ingredients into extraordinary experiences, everyday kitchens into festive stages, and mealtimes into magical memories. With IKEA, food becomes more than nourishment, it becomes the heartbeat of every celebration.”
Credits:
Rajdeepak Das – Chief Creative Officer, Publicis Groupe – South Asia and Chairman – Leo – South Asia
Amitesh Rao, CEO – South Asia; Leo, Publicis Health & Publicis Business
Vikram Pandey – Chief Creative Officer
Pravin Sutar – National Creative Director
Sandeep Iyer – Executive Creative Director
Sneha Iyer – Associate Executive Creative Director
Niharika Mishra – Creative Director
Sarjit Talwar – Senior Art Director
Sayyed Anas – Art Director
Shikhar Chandrakar – Copywriter
Phibalapdianghun Nongsiej – Content writer
Sreemoyee Choudhury – Senior Copywriter
Akshay Vijayan – Video Editor
Rajeev Rakshit – Executive Director
Anahita Brar – Associate Vice President
Pranav Nair – Associate Vice President
Meghna Majumdar – Brand Services Partner
Rishi Jain – Brand Services Associate
Suraj Kanduri – Brand Services Director
Ananya Samantaray – Senior Brand Services Associate
Anirban Roy – Chief Strategy Officer, Leo – South Asia
Mittu Torka – Executive Vice President, Strategy
Aakash Devrani – Brand Strategy Director
Production House – Prodigious
Director – Misha Ghose
Social Media credits:
Agency and Production House: Mushroom Studios
Director: Nikhil Jain
DOP: Arjun Bharadwaj, Onkar Lele, Pawan Khade
Creative Director: Shreya Tingal
Art Director: Mrunmayi Narnaware
Creative Team: Tanishka Pandey, Anshika Sharma, Molina Singh, Divya Nair, Anica Singh, Bheem Singh, Akash Sinha, Bhakti Makhija,Sanjana Mohanty
