MxMIndia

Tag: Ulf Smedberg

  • The films have been released on TV in Hyderabad and are available on the Ikea Facebook page

    Dentsu Impact shows how Ikea products talk for themselves

    By A Correspondent

     

    Ikea has released a series of new films on TV and digital to bring to life some hero products from the brand. Every film has one main hero – an Ikea product itself.

     

    Speaking about the films, Ulf Smedberg, Country Marketing Manager, Ikea India: “We at Ikea saw the need early on to find an emotional connection with consumers and their future relationship with our range. In order to de-dramatize and make parts of our range more attractive, inspiring yet even human, we created our new communication campaign which we internally call “Talking products”. In this series of short films, we let some iconic products speak and express their personality, in a fun and engaging way. The reaction so far been very positive, with people finding them to be surprising yet distinctively Ikea.”

     

    Added Megha Jain Sadhwani, Senior Vice President, Dentsu Impact: “The reason why Ikea is the world’s most loved Swedish home furnishing brand is its products, they are the heroes that make this brand what it is. The intent behind this series of films is to introduce these heroes to the Indian audience in a typical Ikea style – simple and playful, and what better way to do this than to let the products do the talking themselves, literally!”

     

     

  • With Ikea set to launch in India next year, it had undertaken an elaborate, three-month pitch process with many agencies participating

    Dentsu Impact bags Ikea’s India creative mandate

    By A Correspondent

     

    Dentsu Impact, the recently rechristened creative agency of the Dentsu Aegis Network, has bagged the creative mandate for Ikea.

     

    With Ikea set to launch in India next year, it had undertaken an elaborate, three-month pitch process with many agencies participating.

     

    Ulf Smedberg
    Amit Wadhwa

    Commenting on the association, Ulf Smedberg, Country Marketing Manager, Ikea said, “We are happy to sign up Dentsu as our creative partner in India after a long pitch process involving the best agencies in the country. We have high expectations on ourselves and Dentsu to build a strong partnership in India and use our collective knowledge, creativity and experience to launch IKEA in the most successful way. “

     

    Having bagged the mandate, Amit Wadhwa, President, Dentsu Impact said, “Putting the feeling of getting an opportunity to work on this brand is even more difficult than winning the business. We at Dentsu Impact are delighted to work on brand Ikea and can’t wait to get started on this….Time to get down to producing some amazing work.”