Ikea India is looking to help people in a sleep deprived county get the best sleep ever with a campaign, ‘It’s Time to Sleep Beautifully. ’Featuring two digital films, the campaign emphasises that while blissful sleep might not always make you look your best, it can make one feel truly rejuvenated and more active the next day. Many people believe that a good sleep is just about having the right mattress and pillows but Ikea is encouraging people to up their sleep game with the help of six essentials: Comfort, Light, Sound, Temperature, Air Quality, and Decluttering.
IKEA India has also released a festive season campaign. As the festive season approaches, people across the country will give their homes a refresh with makeovers, big and small. Closer to the day, everything else is also planned to the T—whether it’s deep cleaning, decorating, meal prep, inviting guests, or picking out the right outfits—the checklist is endless. But the heart of the celebration lies in those little moments that add an extra touch of magic.
IKEA India’s new film, ‘Make Room for All Things Festive’ conceptualised by Leo Burnett, captures banter between a young couple as they try and plan their festive party before their guests arrive—chit chatting in the living room, an early dinner followed by ghazals and capturing the perfect group selfie on the couch. There are unexpected twists which the company said are classic of any festive gathering.
Complementing the main film, the campaign includes a series of 10-seconders looking to highlight how IKEA products transform to get one’s home festive-ready. From a cocktail glass doubling as a chic mithai serving bowl to an armchair that turns from a relaxation spot into a perfect selfie zone, a mood-setting lamp that becomes the perfect mic for karaoke nights, and a bed that’s both cosy for sleep and spacious enough for lively mehendi parties—IKEA’s message is that it makes every corner of the home festive-ready.
MediaNews4U.com caught up with Anna Ohlin, Country Marketing Manager IKEA India
1. What marketing tactics does IKEA employ to break the inertia that people have towards spending on home furnishings?
In India, we understand that people often hesitate to spend on home furnishings, sticking with what they have until it breaks. Instead of telling them what to do, we gently encourage small but unique and meaningful solutions to create a better everyday life effortlessly. For instance, a new candle holder, a change of curtains that can give the whole space a refresh while also being functional and affordable, a microwave lid that helps keep your oven clean, or a shoe rack insert which doubles up its capacity. Building a home is an ongoing process, and even small changes can make a big difference.
We support this with affordable, easy-to-buy products while also helping customers plan for bigger purchases. Our goal is to show that everyday life at home can be better with IKEA.
2. Is it difficult to draw the line between nudging people and telling them what to do?
We aim to gently inspire change, not impose it. Our approach is more about offering suggestions, like smaller upgrades to your living space that can enhance daily life.
3. How did the idea of the beautiful sleep campaign come about? What are the various aspects of the campaign?
The idea for the “It’s Time to Sleep Beautifully” campaign came from the fact that India is one of the most sleep-deprived countries. While many think sleep quality is just about having the right mattress or pillows, our campaign highlights six key elements for better sleep: comfort, light, sound, temperature, air quality, and decluttering.
The campaign shows how small changes, like clutter-free spaces or the right bedding, can lead to restful sleep and better well-being. Our goal is to remind people that good sleep is essential for a better life, and IKEA offers the products to create the perfect sleep environment.
4. What products will be pushed through the campaign?
Indians are the second most sleep deprived population in the world. At IKEA, we look at complete sleep solutions with a focus that goes beyond the conventional mattress and bed frames. Through this campaign and our in-store engagement, we want to educate our consumers about the Six Sleep.
Essentials that are important for a good night’s sleep—comfort, light, sound, temperature, air quality, and decluttering. This includes everything from mattresses and bedding to storage solutions, air purifiers, speakers, blackout curtains and more.
5. Does IKEA normally adopt an omnichannel marketing strategy? Or is digital more important? How is the festive season looking for IKEA?
Our marketing strategy in India takes a 360-degree view. While digital is critical, traditional media such as print and television continue to play an important role in reaching our target audience. In a varied market like India, balancing digital and traditional channels is critical for communicating with consumers over the festive season.
This year’s festive marketing focuses on the subject of socialising. We’ve found that when people plan gatherings ahead of time, things often turn out differently, and we want to show that with IKEA, you are always prepared for the unexpected.
6. Does a lot of consumer buying happen for IKEA before the festive season starts, as people want their homes to look good at the outset?
Yes, it’s very likely that consumer buying from IKEA increases significantly before the festive season. In India, people usually don’t make big changes to their homes during festivals. Instead, they like to add small things to decorate.
This is what we see happening a lot. Customers often focus on upgrading their furniture and décor, getting their spaces ready for gatherings with family and friends. During this time, there is more interest in accessories and organising products to help create a warm and festive atmosphere.
7. How do IKEA customisations and personalisation options give it an edge in a competitive market?
At IKEA, we believe that homes should reflect the unique personalities of their inhabitants. Our customisation options, including modular furniture and digital tools like the recently launched IKEA KREATIV, give the brand a competitive edge by catering to local tastes and enhancing the customer experience.
These features allow customers to personalise furniture and décor to fit their spaces and preferences. This approach not only differentiates us from competitors but also fosters a deeper connection with our customers. When people feel involved in the design process, they are more likely to be satisfied with their purchases and become loyal advocates of our brand. Furthermore, customisation can help us reduce waste by minimising returns and ensuring that every product finds its perfect home.
8. Upgrade and premium are expected to be big themes during Diwali. What opportunity does this present to IKEA?
During the festive season, people don’t typically overhaul their entire homes; instead, they make small upgrades to refresh their spaces. At IKEA, we offer a range of products perfect for these subtle yet impactful changes. Our AROMATISK collection, for example, brings a touch of elegance and premium design to any room yet remains affordable, making it easy to elevate your home without breaking the bank.
9. Why does IKEA not focus on offering discounts?
At IKEA, we prioritise affordability and value through everyday low prices. We do offer seasonal promotions, like our current festive offer running from 16 September to 3 November, where customers can enjoy up to 70% off across various categories.
10. What goals has IKEA set for itself in terms of revenue growth and brand building in the coming two years?
We aim to achieve steady revenue growth while continuing to strengthen our brand presence across India. Our focus is on reaching a wider audience and offering tailored solutions that enhance everyday life at home. By expanding our product range, improving accessibility through omnichannel strategies, and deepening our connection with customers, we aim to make IKEA a trusted partner in creating better living spaces for the many people of India.
