“Find organising solutions that double up the space in your kitchen.”

Ikea has launched a new campaign focusing on one of the core concerns of every Indian home – the problem of storage.

An extension of their “Organising is Awesome” campaign, their three-part film series showcases relatable and humorous banter between objects, displaying how Ikea’s smart storage options provide the solution to customers’ woes.

Each film takes a playful spin on the conversation, addressing storage challenges in the wardrobe, shoe cabinet and kitchen cabinet. The first showcases two bents warning a tie of the trench it might fall into; the second depicts a cabinet stuffed with so much footwear it turns into a crowded train, and the third shows a conversation between an uncle and nephew, represented by a pair of snacks and a stand of cutlery respectively. Using a clever before-and-after effect, Ikea effectively manages to display the contrast between chaotic disorder and proper organisation that is effected through their solutions.

Anna Ohlin, Country Marketing Manager, IKEA India, spoke of these campaigns: “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. Organising is not just a task; it’s a celebration of the things we love.”

Pravin Sutar, Head of Creative, Leo Burnett Orchard, added, “Where there is chaos, there is drama. And as Indians, we love drama. This insight ushed us to dramatize 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.”

Ikea’s ‘Organising Is Awedome” campaign will be running across digital and broadcast channels, including TV, Reels, Skip Ads, Print, and Outdoor. This extensive approach reflects Ikea’s commitment to reaching a broad group of Indian consumers.

The “Organising Is Awesome” campaign will run across broadcast and digital channels, including TV, Reels, Skip Ads, Outdoor, and Print. This multi-platform approach reflects IKEA’s commitment to reaching Indian consumers where they are, ensuring that everyone gets a chance to experience the joy of organised living. You can now watch the film using the links below.