IKEA aims to build deeper connect with Indian shoppers

Its positioning in the country plays on its global slogan, ‘Let’s Make Your Home Special’, which was introduced in 2021 along with the release of its new catalogue.

The brand is a late entrant into the organised furniture market, an estimated `50,000-crore segment, as per industry reports.

Swedish furniture major IKEA has tweaked its brand strategy for India to drive “a deeper emotional connect” with consumers in the country. Its positioning in the country plays on its global slogan, ‘Let’s Make Your Home Special’, which was introduced in 2021 along with the release of its new catalogue. Launched just ahead of the festive season, the brand’s ‘ghar aa jao’ or ‘come home to IKEA’ campaign, the company says, is in sync with India’s cultural dynamics.

IKEA will also use traditional media like TV and print in its India marketing mix, marking a break from the strategy it employs in most European markets. The larger share of the media spend will still be devoted to digital. On TV, it will have four 20-second commercials, and has enlisted influencers like Danish Sait and Mallika Dua to amplify its messaging on digital platforms.

“We have made the staff and our co-workers the heroes of our campaign because they are the ones making customers feel at home in the store. We even did an extensive audition for the ad films, so our staff could also be part of the campaign and even own it in a way,” explained Anna Ohlin, country marketing manager, IKEA India.

Source: Financial Express