ITV

Tag: Anna Ohlin

  • Ikea India’s ‘My Happy Space’ returns for a new season of home transformations

    Ikea India’s ‘My Happy Space’ returns for a new season of home transformations

    Mumbai: To create a better everyday life for the many people, Ikea India has released the second season of its popular series, My Happy Space, in association with Monk Entertainment and Next Narrative. Indian homes are vibrant and full of life and this season will continue to celebrate the lively nature of Indian homes where people are always seeking small makeovers that add more character and functionality to their living spaces.

    The first season was immensely successful, achieving over 14 million cumulative views, reaching 80 per cent of the target audience, and garnering over 252K engagements by using a multilingual format and diverse focus to broaden its reach and resonance. Building on the success of Season 1, this new season aims to inspire Indian households by showcasing how every corner can be beautifully transformed to enhance space without sacrificing the wallet. It delves deeper into how every Indian home can do more with less space, demonstrating how thoughtful design can unlock the full potential of any living space.

    Conceptualised by Monk Entertainment and Next Narrative, and co-produced with Monk Entertainment and SOL Production, this four-part series showcases collaborations with influential creators from diverse backgrounds across India. The first episode, airing today, features a studio makeover by Your Food Lab chef Sanjyot Kheer, followed by episodes with South Indian actress Vithika Sheru, comedian Raghu Gowda, and actress Meghana Raj.

    Ikea India country marketing manager Anna Ohlin said, “We are delighted to partner again for the second edition of My Happy Space. This format has proven to be effective, enabling us to connect with a broader audience across diverse geographies, cultures, and passion points. We are committed to investing in creative concepts and intellectual properties that will help integrate Ikea seamlessly into Indian homes. This season’s message is simple: ‘More is possible in every home with Ikea.’ We believe that Indians have a special talent for maximising their spaces, and we want to empower them to make the most of their homes.”

    Next Narrative founder & CEO Mohit Jagtiani said, “We are thrilled to bring back Ikea My Happy Space for a second season this year. The hyperlocal collaboration with creators, combined with a multilingual approach, allows us to showcase the incredible range of possibilities that Ikea offers to diverse audiences. Last year’s campaign received an astounding response, and we’re excited to build on that success, delivering even greater results this time around.”

    Monk Entertainment co-founder and CEO Viraj Seth said “Bringing Season 2 of My Happy Space to life with Ikea has been an incredibly rewarding experience. This season goes beyond simple makeovers, we’re helping people unlock the full potential of their homes. Ikea’s dedication to innovative, functional design allows us to demonstrate how even the smallest changes can create a significant impact. We’re excited to see how this series will continue to inspire Indian households to reimagine and elevate their living spaces.”

    Sharing his overall experience with the collaboration, Sanjyot Keer said, “Transforming my creative studio with Ikea on ‘My Happy Space’ Season 2 was a game-changer. Ikea’s thoughtful design approach didn’t just revamp my workspace; it elevated the entire environment, making it a place where creativity can truly flourish. Every corner now reflects my culinary passion, proving that with Ikea’s reliable process, more is possible in any space. Sharing this journey on YouTube has been incredible, allowing viewers to see how a well-designed space can truly upgrade your lifestyle. Ikea delivered that beautifully.

  • IKEA India’s festive spot celebrates the joy of unscripted moments

    IKEA India’s festive spot celebrates the joy of unscripted moments

    Mumbai: As the festive season approaches, it’s that magical time when people across India give their homes a refresh with makeovers, big and small. Closer to the day, everything else is also planned to the T—whether it’s deep cleaning, decorating, meal prep, inviting guests, or picking out the right outfits—the checklist is endless. But the heart of the celebration lies in those little moments that add an extra touch of magic.

    IKEA India’s new film, ‘Make Room for All Things Festive’ conceptualised by Leo Burnett, captures banter between a young couple as they try and plan their festive party before their guests arrive—chit chatting in the living room, an early dinner followed by ghazals and capturing the perfect group selfie on the couch, leaving viewers with unexpected twists classic of any festive gathering.

    Complementing the main film, the campaign includes a series of 10-seconders highlighting how IKEA products transform to get your home festive-ready. From a cocktail glass doubling as a chic mithai serving bowl to an armchair that turns from a relaxation spot into a perfect selfie zone, a mood-setting lamp that becomes the perfect mic for karaoke nights, and a bed that’s both cosy for sleep and spacious enough for lively mehendi parties—IKEA makes every corner of the home festive-ready.

    IKEA India country marketing manager Anna Ohlin said, “Festivals in India are vibrant celebrations of togetherness, where quality time with loved ones is at the heart of the experience. At IKEA, we are passionate about making Life At Home better for the many people, and we know that the biggest festive moments bring families and friends together. Our ‘Make Room for All Things Festive’ campaign showcases how our adaptable, affordable, solutions enrich festive experiences, making room for loved ones, traditions, unexpected moments, and cherished memories. With IKEA you can always feel ready for whatever unplanned moment the festive celebrations might bring.”

    Leo Burnett India executive director Rajeev Rakshit said, “The campaign captures how Indian festivities truly unfold—plans are made, but the real magic happens when the unexpected takes over. IKEA is there through it all, not by changing the way people celebrate, but by being a natural part of every spontaneous moment. It’s a celebration of how homes come to life during the festive season.”

  • IKEA India says ‘It’s time to sleep beautifully’ in new spot

    IKEA India says ‘It’s time to sleep beautifully’ in new spot

    Mumbai: We’ve all experienced those mornings when hitting the snooze button feels like the only option. With India ranked as the second most sleep-deprived country in the world, after Japan, IKEA India is here to help people get the best sleep ever with its latest campaign, ‘It’s Time to Sleep Beautifully.’ Featuring two relatable digital films, the campaign emphasises that while blissful sleep might not always make you look your best, it can make you feel truly rejuvenated and more active the next day. Many people believe that a good sleep is just about having the right mattress and pillows but IKEA is encouraging people to up their sleep game with the help of six essentials: Comfort, Light,  Sound, Temperature, Air Quality, and Decluttering.

    In our fast-paced lives, the true value of restful sleep is often overlooked and with 80 years of learning from the world, IKEA knows that a great day starts with a good night’s sleep. Conceptualised by Leo Burnett, the campaign takes a humorous spin, showcasing people sleeping so deeply that it shows on their faces. With a bed that feels like a fluffy cloud, a duvet that gives the best hug ever, no clutter in sight, air feels like it’s straight from the mountains, and not a single ray of light disturbing your rest, IKEA’s ‘Six Essentials of Sleep’ is the recipe for the perfect Zzzs.

    IKEA India country marketing manager Anna Ohlin said, “At IKEA, we know that many people in India struggle with sleep, often unaware that small changes at home can make a big difference. We’re passionate about improving life at home, and we believe better sleep benefits everyone. Sleep is more than just a mattress—it’s about the entire atmosphere around you. Our ‘It’s Time to Sleep Beautifully’ campaign showcases the must-have essentials for creating the ideal sleep environment, offering a wide variety of products to help one achieve better sleep at home.”

    Leo Burnett India national creative director Pravin Sutar said, “It is uncanny to imagine that more than 60% of Indians get less than 6 hours of uninterrupted sleep. Therefore, a sleep campaign for India is the absolute need of the hour, and there couldn’t be a better partner than IKEA as they offer a complete sleep solution that’s unique to them. When we conceptualised the campaign, we went beyond what a single product can do for your sleep; it’s about what happens when everything affecting your sleep is taken care of. You sleep unabashedly, the way you want, and that’s what makes this kind of sleep beautiful. When people sleep beautifully, it might look awkward from the outside but feels beautiful from the inside. That’s exactly what we aimed to convey with the ‘It’s Time to Sleep Beautiful’ campaign.”

     

  • IKEA embraces the LGBTQIA+ community with ‘The Closet’

    IKEA embraces the LGBTQIA+ community with ‘The Closet’

    Mumbai: Ahead of International LGBT Pride Day, IKEA releases a digital film, The Closet, that highlights the struggles faced by the LGBTQIA+ community and encourages people to be more inclusive and compassionate towards them. The video focuses on developing stronger allyship with the community through empathy and open dialogue, urging people to rethink stereotypes and embrace diversity.  

    Conceptualised by Leo Burnett, the campaign revolves around the message ‘Closets are for clothes and not identities’.  The film is set in a busy IKEA store with a closet in the centre and leads with a thoughtful question to the ones who chose to enter the closet- “Many have lived here, can you?”. The film goes on to show the reactions of curious customers who step in to find out what’s behind the closed doors—silence and a pair of headphones replaying biases that people from the queer community hear even today. Customers leave the closet with the realisation that, while they can step out, many will continue to live inside.

    Commenting on the video, IKEA India country marketing manager Anna Ohlin said, “At IKEA, we stand together with the LGBTQIA+ community to celebrate love, diversity, and inclusion. We believe authenticity is not something to hide but a gift to cherish. Many people continue to struggle to live their lives openly and, with this film, we want to create stronger awareness and inspire everyone to be true allies in society.”

    “With The Closet, we intend to give a peek into the uncomfortable world for many in the LGBTQIA+ community. A reminder that we need to build a world that’s more accepting and filled with love – where nobody has to live in a space that’s uncomfortable, just for being their authentic self. We hope this sparks a debate in everyone’s homes, and inspires reassuring actions,”  said Leo Burnett Bengaluru Burnett national creative director Pravin Sutar.

    IKEA embraces the LGBTQIA+ Community with ‘The Closet’.MP4

     

  • Geo-targeted campaigns ramp up as brands go hyperlocal

    Geo-targeted campaigns ramp up as brands go hyperlocal

    Mumbai: Location-based targeting or geo-targeting has increasingly become an important tool in the marketer’s toolkit to deliver the right message to the right audience at the right time. While TV enables mass reach and is a key medium for national brands trying to achieve objectives such as brand awareness, salience and top-of-mind recall, geo-targeted allows advertisers to speak to the audience that is relevant to the brand.

    Many new-age advertisers want to be present on TV. However, the target audience may be confined to a particular geography and effective media planning aims at having minimal or no wastage of the marketing budget which is not possible through the pray & spray approach of TV.

    There are limited options for brands to target a specific market in a way that offers the scale of TV and the flexibility of targeting offered by digital. This needed gap is addressed by geo-targeted ad solutions offered by DTH platforms such as Tata Play which allows brands to target specific geographies via TV.

    “Geo-targeted campaigns work very well when it comes to test marketing in specific geographies or to boost reach in a brand’s high priority market. The primary marketing objective of a geo-targeted campaign is the localised reach with minimal cost and zero spills to non-brand markets. Certainly, geo-targeting plays a major role in the overall media mix as it uplifts the brand & communication reach by targeting the core markets with no spillover, thus facilitating prudent optimization of investments,” said Initiative’s senior vice president of business Dhirendra Singh.

    Geo-targeted ad solutions offered by DTH platforms offer a vast potential to brands that are looking for advertising options that are cost efficient and deliver the relevant reach. Tata Play’s geo-targeted solution ‘search and scan (S&S)’ banner shows the brand’s ad on the TV screen whenever the channel is swapped. This solution allows brands to target specific geography, for example, brand X may only want to target Uttar Pradesh. It also allows that brand to showcase different versions of the same ad in different geographies, allowing for contextual advertising. For example, brand X shows the Tamil version in Tamil Nadu and the Hindi version in Uttar Pradesh. 

    “Geo-targeted advertising gives advertisers the much-required hyper-local reach, especially if one has a creative specific to that market insight. Geo-targeting is used majorly for hyperlocal campaigns and should gain momentum as now we are seeing more localized campaigns by large brands,” said Tata Consumer Products head of media, digital & PR Taranjeet Kaur. 

    This solution has attracted brands from across categories including food delivery, retailers, consumer products, and mattress brands. Several brands such as Swiggy, Sleepwell and Ikea have invested in Tata Play’s advertising solution. 

    A leading brand that leveraged Tata Play’s geo-targeted ad solution noted that it helped the brand stand out during the festive season which is usually cluttered by many brand campaigns. 

    It explained, “As a local plus national brand, geography-based advertising is crucial for us when planning advertising campaigns. While newspapers and billboards are very effective, DTH ensured that we were unmissable when it came to our target group.”

    Home furniture and accessories retailer IKEA also leveraged Tata Play’s platform for their geo-targeted campaign. “Geo-targeted DTH advertising allows us to reach the majority of the TV viewing audience with the flexibility of playing a mix of long and short creative edits. Through geo-targeting, we could utilise the platform (Tata Play) in the markets we are in operation. Overall, DTH helps us overcome the limited reach of regional TV channels (especially in Mumbai) and added incremental reach,” said IKEA India’s country marketing manager Anna Ohlin.

    “IKEA in India has a presence in seven cities (in four states) only so far and country-wide targeting or advertising is not an option as that will create an unnecessary spill and result in consumer expectations that can’t be met at present,” she added. “With geo-targeted media planning, we reach out to consumers in the markets we are present either through offline or online stores.”

    Geo-targeted ad solutions by DTH platforms may be leveraged by brands that want to reach consumers in a specific geography or focus their ads in a location where their products are available. This allows brands to allocate their marketing budgets more efficiently.

    “Geo-targeted campaigns can benefit any brand. However, the life stage and footprint of the brand plays an important role when it comes to leveraging such platforms,” noted Initiative’s Singh. “Digital media also offers geo-targeted campaigns, but from a TV perspective, currently, there are very few opportunities and hence there is an immense opportunity to ramp up this space with newer avenues which will bolster increased participation by media and marketing fraternity.”