IKEA is a multinational conglomerate that sells ready to assemble furniture products, kitchen utensils, and home add-ons. It was founded by a 17-year-old Ingvar Kamprad in Sweden in 1943. It is headquartered in Delft, Netherlands. IKEA brand is owned and managed by Inter Ikea Systems located in the Netherlands.
The brand is known for its unique attachable and detachable designs for various types of appliances and furniture. IKEA is a global leader in its range of products. Up till March 2021, 378 IKEA stores are functioning in 30 countries. During the financial year 2018, IKEA sold goods worth US$ 44.6 Billion. IKEA has its strong digital presence and operates its own website with around 12000 products to choose from.
The New campaign video content shows a scene from the Work From Home context where a son and father are engaged in a conversation to have space for continuing his online classes. In another clip we see a woman getting a work call on her day off. The clips also show the daily storage concerns people face in Indian households emphasizing attention to the solution to the company offers. The use of these products can keep the house organized and spacious.
Post the COVID-19 Pandemic, the home has centralized attention and people are continuously looking to utilize the living spaces. IKEA products bring a solution to these problems.
IKEA is a world-known brand also gaining even more attention after the famous K-Pop group BTS used its products in one of its BTS RUN episodes. The members of the group were seen trying to build IKEA’s furniture. IKEA also entertains attention from the group and reverts back by showcasing the picture and fanart of one of the BTS members in its catalog.
Amitabh Pande, Marketing Head of IKEA, India says “all the more, our homes have become our epicenter. The home is the starting point of who we are, what we do, and where we are leading in our lives. ‘Home is where it all begins’ campaign speaks to one of the most important changes in the living situation of a family – the arrival of a new baby, and that too during the time of the pandemic, when both parents are working from home, and there is very little assistance, the only way is for everyone to pitch in.”