- IKEA's latest talks about sharing responsibilities.
- It highlights that being a family is not just about having a meal together or other fun times, it’s also about partnering with each other to navigate through the changes and the milestones that happen in a family’s life.
COVID-19 has made the home the epicentre of everything we do and pushed us to re-evaluate how living spaces are utilized, more than ever before. Home is where we grow every day. Growing together makes the family journey more memorable. Home is where we pick up new habits. It has turned into a classroom, office space, picnic spot, etc. It is where we create new rituals. This is the place where we open our hearts to changes big and small.
From new dreams to the many new beginnings, homes have seen it all. The television commercial highlights that being a family is not just about having a meal together or other fun times, it’s also about partnering with each other to navigate through the changes and the milestones that happen in a family’s life. This becomes even more important when we have parents-to-be in a household. For families getting ready to welcome a new member, home is where the favourite partnership begins. It is where they share responsibilities, start preparing for tomorrow and grow together as a family. It is the place where they discover that learning and responsibilities can be fun too.
The first campaign under ‘home is where it all begins’ was released last year. It talked about a family that has moved to a new home and is bringing a slice of outdoor in their city home. The second in the series is the story of a family getting ready to welcome a new baby in their lives. The campaign talks to
Commenting on the campaign,
The campaign will run on TV in both Telangana and Mumbai markets on regional channels. Telangana market will see the TVC in the Telugu voice over running to strengthen the local connect while the Mumbai market will have an English voiceover to appeal to a more diverse and cosmopolitan population. It is a 360-degree campaign which will be live on TV, OOH (outdoor) and digital (YT, FB, IG).