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Thursday, February 22, 2024

IKEA’s ‘Organising is Awesome’ campaign infuses a playful twist into storage solutions

IKEA, the Swedish multinational conglomerate renowned for its ready-to-assemble furniture, kitchen appliances, and home accessories, has unveiled three brand films. These films capture relatable banter between everyday objects amidst clutter, demonstrating how IKEA’s intelligent storage solutions come to the rescue. In each film, a humorous and playful dialogue unfolds, tackling clutter challenges in three unique scenarios while highlighting IKEA’s wardrobe, shoe cabinet, and kitchen cabinet solutions.

In the wardrobe, two belts caution a tie about the trench he might stumble into. The shoe cabinet, overflowing with footwear for various occasions, resembles a crowded train where everyone vies for space. Meanwhile, in the kitchen, an uncle engages in a conversation with a pack of snacks entertaining his nephew, while a stand of cutlery stands nearby.

Employing personification, the campaigns animate household items, transforming them into relatable characters engaged in dialogue. IKEA vividly illustrates the chaos that ensues without proper organization, juxtaposing it with the harmonious order achieved through its storage solutions.

“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,” said Anna Ohlin, country marketing manager, IKEA India.

Adding to that, Pravin Sutar, head of creative, Leo Burnett Orchard, said, “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.”

The Organising Is Awesome campaign will run across broadcast and digital channels, including TV, Reels, Skip Ads, Outdoor, and Print.


  • Agency: Leo Burnett Orchard
  • Chief Creative Officer, Publicis Groupe South Asia and Chairman, Leo Burnett South Asia: Rajdeepak Das
  • Chief Executive Officer, Leo Burnett, South Asia: Amitesh Rao
  • National Creative Director: Vikram Pandey
  • Head of Creative: Pravin Sutar
  • Associate Executive Creative Director: Jamuna Poovaiah & Sandeep Iyer
  • Creative Director: Natasha Khubchandani & Niharika Mishra
  • Creative Director, Regional: Uday Kumar
  • Art Director: Akhil Rajan
  • Copywriter: Shikhar Chandrakar
  • Senior Vice President: Bhawana Choudhary
  • Brand Services Director: Shreyash Goenka & Suraj Kanduri
  • Senior Brand Services Associate: Subhasree Bose
  • Executive Vice President, Strategy: Mittu Torka
  • Brand Strategy Director: Vrudhi Doshi
  • Director: Ravi Shankar
  • Production House: Black Picture
  • Producer: Vrinda Mohta & Gurjyot Singh

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