IKEA, the Swedish DIY- furniture brand is known to be the master of quirky ad campaigns. Whenever you think, you can't trump the brand in marketing genius- it makes a comeback and how!
This time, it specifically caters to the age-old Indian tradition of storing but never organising.
What is this campaign all about?
Heard of the concept that has been passed down from one generation of your family to another? The one concept that has made us the masters of being thrifty. When your mom reuses a fancy box of chocolates for storing her jewellery or keeps all her trinkets in a jam bottle- this is the renowned art of doing 'jugaad'.
Indian households are known to hold on to things and hoard useless objects, thinking they will come in handy some other time. Probably why we often blur the lines between storing and organising.
Modern-day implements tread more on the path of minimalism. Think less is more, but only if you know how to 'store'.
IKEA has tapped this impulse of storing chaotically, featuring everyday activities. From searching for groceries in the kitchen cabinet to storing utensils and shoes, the campaign highlights how these seemingly normal events can become simple, with a little organisation.
What is IKEA trying to do?
In the clothes video, two belts warn a tie about an impending 'trench' he might fall into. The shoe cupboard fills up like a crowded train, with shoes vying for space. In the meantime, an uncle is playing with his nephew next to a cutlery stand in the kitchen, having a humorous chat with a snack packet.
By personifying these objects, the campaign vividly illustrates the chaos that comes without proper organization, contrasting it with the order that is achieved through IKEA's storage solutions.
'IKEA' can change your life!
Organizing is about taking back space and finding happiness in the things you love.
IKEA understands that organisation is about more than pure functionality.
What is more relatable than using everyday rituals in the video? The brand wants to tickle the consumer's funnybones by showing a day in the life of the objects inside your cupboard. If you are living in an Indian household, you would understand the chaos raging behind the closed doors of a cabinet!
Also, IKEA's clever product placement at the end when the chaos is managed, creatively shows how their reasonably priced, storage options can change people's lives.
Celebrate the Chaos Creatively
Indian audiences are diverse but some things are common across strata.
The campaign has dived deep into the everyday life of an average Indian. We might thrive in chaos, but our homes can still be organised. Anna Ohlin, Country Marketing Manager at IKEA India, emphasized, "Organising isn't just a task; it's a celebration of the things we love”.
Chief Creative Officer at Leo Burnett Orchard Pravin Sutar continued, "This campaign offers a humorous take on the comedy of chaos, drawing parallels to everyday life and the entertainment it offers to every Indian."
The "Organising Is Awesome" campaign will be promoted across a variety of media, including digital and broadcast, TV, outdoor, skip ads, and print. It will entice people to experience the wonders of organization with IKEA.
Check out the other campaigns for a quick laughter fix.
