IKEA India’s new ad campaign takes a filmy twist, pairing products with classic movie lines

IKEA India has given its new ad campaign a filmy twist, putting furniture alongside iconic movie dialogues.

IKEA India adds a cinematic flavor to the latest Out-Of-Home (OOH) campaign, marrying the world of home furnishings with Bollywood's most memorable moments. A first-ever pan-city campaign—across Mumbai, Bangalore, and Hyderabad—uses iconic dialogues and songs to engage the cultural fabric of Indian cities and bring popular products to the fore for the brand.

The right mix of humor and relatability through film scenes iconically loved puts the campaign closer to local audiences. In Mumbai, it's a playful take on the famous line "BILLY, BILLY, BILLY; Aaja, Aaja, Aaja" where the name of IKEA's BILLY bookshelf gets a full-fledged Bollywood remix, immediately transporting viewers back to the romance of Bollywood's golden era. In Hyderabad, it receives some quirky twist on the regional dialect with the local touch of the same name, while in Bangalore, to name the MALM dresser, the regional twist gave a catchy Mungaru MALM e, echoing a popular Kannada song. These references are not only nostalgic but also rich in fun and familiarity; therefore, the products from IKEA begin to feel more personal and accessible. Wordplay infused in the campaign has bridged pop culture and home furnishings for IKEA India, transforming product names like BILLY, MALM, and TAGGAdley into buzzwords.

Speaking with ET, Jayendra Gupta, country integrated media manager for IKEA India, said, "These iconic movie lines and songs are so established in people's minds—just as product names have become international. We wanted to localize our campaign, really take a piece of the global impact of IKEA, and merge it with the richness of Indian culture."

An ad campaign: IKEA is not only a furniture brand but a part of people's everyday lives and stories, accompanied by a wink and a smile at the movies they love. With this approach, IKEA is proving once again that home decor could easily turn into something that seems right at home in popular culture.

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