IKEA Strikes Emotional & Rational Connection With Customers
IKEA India has launched its new brand positioning – Ghar Aa Jao, Come home to IKEA, with an integrated campaign across markets. The new positioning is aimed at creating a deeper sense of emotional and rational connection with the customers. The campaign will run across various channels like TV, print, radio, OOH, digital, social, and in stores. The campaign aims to be an enabler to create a heart-warming experience for people to enjoy celebrations, and social engagements at home and become closer to people and the space where they live.
The essence of Ghar aa Jao comes alive in 4 slices of life TVCs featuring IKEA co-workers creating the experience of warmth, love, and feeling of ‘Life at Home’ while shopping at IKEA stores. To reach out to our many customers through social media, IKEA has also roped in social media influencers like Mallika Dua, Danish Sait, and Jahnavi Dasetty to create engaging and humorous content around the Ghar aa Jao campaign.
Speaking on the new campaign, Anna Ohlin, Country Marketing Manager at IKEA India says, “IKEA’s new campaign celebrates the love for home and focuses on the value home holds in bringing people closer. The many people in India are full of warmth and love for each other, and we want to build a deep, emotional connection between our customers and their homes. With IKEA’s new positioning of ‘Ghar Aa Jao’, we are trying to tap into this cultural context while warmly inviting the many people to come and visit the IKEA store, our home, in their city.”
As a part of the campaign, IKEA will take over iconic places in various cities to reach out to people to share a glimpse of Life at Home at IKEA stores.
