IKEA has launched three brand films that showcase a banter between everyday objects that are trapped together in a sea of clutter and how IKEA’s storage solutions save the day. As per the company, each film takes a humorous and playful spin on colloquial conversation, addressing the clutter challenges in three distinct scenarios and showcasing the wardrobe, shoe cabinet and kitchen cabinet.
Additionally, the wardrobe reveals two belts warning a tie of the trench he might fall into. The shoe cabinet, stuffed with footwear for every occasion, turns into a crowded train where everyone is fighting for space. The kitchen shows a dialogue between an uncle—a pack of snacks playing with his nephew—a stand of cutlery.
Talking about the campaign, Anna Ohlin, country marketing manager, IKEA India, said, “Our recent Life at Home report shows that for 22% of Indians, having a tidy and organised home and for 18%, having time to organise the home gives them comfort. At IKEA, we understand that keeping your home organised is not just about practicality; it’s about reclaiming your space and rediscovering the joy of the things you love. Through these films, we aim to not only bring laughter and relatability but also to showcase how IKEA’s affordable and innovative storage solutions can make a significant difference in the lives of many.”
Moreover, the campaign conceptualised by Leo Burnett Orchard will run across broadcast and digital channels, including TV, reels, skip ads, outdoor and print.
“Where there is chaos, there is drama. And as Indians, we love drama. This insight ushed us to dramatise everyday storage environments, with IKEA’s organising solutions acting as the perfect foil. This campaign offers a humorous take on the comedy of chaos, drawing parallels to everyday life and the entertainment it offers to every Indian,” Pravin Sutar, head of creative, Leo Burnett Orchard, added.