Hyderabad: From the time of setting new boundaries to launch campaigns, IKEA does it yet again, only this time it is giving “A tribute to India”. “Anglatarar” is a textile collection inspired from the synergy of Indo-Sweden cultures. The brand put two in-house designers to work on the designs, hence creating an inspiringly new collection showcasing the collaboration of the two countries.
The collection lavishly used Indigo as one of the colors bringing out its relevance with Indian history. The ethnicity and livelier designs were fitted in a vast range of products, right from its living room to the bedrooms. With this concept, the real challenge for Kinetic India was to display this whole new inspiring collection in a unique way, which will not only help the consumers to relate to the brand but also redesign their comfy spaces in a calming Indian avatar. So, the agency decided to create a new media exclusively for this collection.
With the rise in low cost airlines, airports are the new busy transit points and what better way to experience the productdirectly by the consumer. We thought, why not replace the plain browncurtains at the ladies frisking boothwith real IKEA curtains. Now, this is a spot every lady must go through when in the airport and is also visible from the men’s security zone.Like any other innovation, challenges were immense and had multiple hindrances, especially on something thathas never been done before, but Hyderabad airport welcomed the initiative, brought in all necessary approvals after a few rounds of discussion.
From the three designs submitted to the airport, one was approved, and a sample mockup was done to understand the final look of the media. The spaces on the window panes inside and outside the booth were also taken up for introducing the collection with a short message. Over a period on 2 weeks from the design and sample mockup approval, the curtains were stitched and was installed on all the frisking booths. With this, the refresh button was pushed, and the airport ambience was given a surprisingly new look. It became talk of the town and the online search about this collection and the brand started increasing drastically.
Speaking about presenting this collection, Anisha Agarwal, External Communications Manager, IKEA India said,“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.”
Commenting on this innovation, Co-CEO, Charanjeet Singh Arora, “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.”