IKEA sets Delhi abuzz with city-wide takeover

Delhi asked, ‘IKEA when?’ – and the city finally has its answer. As IKEA, the world’s most loved Swedish home furnishings retailer, starts deliveries in North India. To make this occasion, Leo India has launched a high-energy marketing campaign has painted Delhi-NCR in IKEA colours.

From billboards capturing real consumer excitement to a Delhi Metro wrapped like an iconic flat pack and pop-ups at top malls—the city is buzzing with IKEA. IKEA will now deliver across Delhi-NCR and 9 important cities, including Agra, Prayagraj (Allahabad), Amritsar, Chandigarh, Jaipur, Kanpur, Lucknow, Ludhiana, and Varanasi.

Billboards feature comments from consumers, blending online chatter spilling into the streets and then back into social feeds, keeping the conversation buzzing from digital to physical and back again. Adding more eyeballs is the Metro wrap, designed to resemble the brand’s signature flat packs and IKEA-branded cars cruise through Delhi with the message, “IKEA is now delivering in every corner of the city.”

To bring IKEA even closer to customers, a travelling pop-up will let people experience the brand firsthand at some of Delhi-NCR’s busiest locations:
– Nexus Select City Mall, Saket (until 9th March)
– DLF Mall of India, Noida (7th – 16th March)
– DLF CyberHub, Gurugram (24th March – 5th April)

Jayendra Gupta, Country Integrated Media Manager, said: “We’ve been overwhelmed by the incredible love from consumers across North India. Our marketing campaign reflects the excitement and anticipation for IKEA in Delhi—whether through OOH that captures this longing or by wrapping the city’s lifeline, the Delhi Metro, in our signature flat pack. With nearly 1 lakh IKEA Family members already on board in the North, this is just the beginning. As we become part of more homes and hearts in the region, we remain committed to making everyday life better and brighter with our home furnishing solutions.”

Starting March 1, customers from these markets will be able to seamlessly explore and shop its range of 7000+ products and solutions through the IKEA app, www.ikea.in website, and using its shop by phone assistance. Customers will not only enjoy the ever-so-iconic DIY way of assembling IKEA furniture but also benefit from the brand’s home furnishing expertise through remote planning, interior design services, and seamless assembly and installation support.

Pravin Sutar, National Creative Director, Leo India, said: “IKEA has arrived in North India, but this wasn’t just a launch, it’s a moment. We turned the anticipation for IKEA’s arrival into engagement by literally wrapping the city in suspense and excitement. From the playful “IKEA is typing…” teaser to metro and newspaper takeovers. Every touchpoint was to make one thing clear, that IKEA is here to win hearts.”

Credits
Rajdeepak Das – Chief Creative Officer, Publicis Groupe – South Asia and Chairman – Leo – South Asia
Amitesh Rao – CEO South Asia, Leo – South Asia, Publicis Health, Publicis Business
Creative
Vikram Pandey – Chief Creative Officer
Pravin Sutar – National Creative Director
Sandeep Iyer – Executive Creative Director
Sanjeev Tripathi – Creative Director
Niharika Mishra – Creative Director
Sreemoyee Choudhury – Senior Copywriter
Shikhar Chandrakar – Copywriter
Sarjit Talwar – Art Director
Video Editors – Akshay Vijayan, Amey Gawade
Account Management
Rajeev Rakshit – Executive Director
Bhawana Choudhary – Senior Vice President
Anahita Brar – Associate Vice President
Meghna Majumdar – Brand Services Partner
Suraj Kanduri – Brand Services Director
Ananya Samantaray – Senior Brand Services Associate
Rishi Jain – Brand Services Associate
Strategy
Anirban Roy, Chief Strategy Officer, Leo – South Asia
Mittu Torka – Executive Vice President, Strategy
Aakash Devrani – Brand Strategy Director