Brands
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.
Brands
Faber-Castell India appoints Sunaina Haldar as director – marketing
With stints at Tata, SleepyCat and ADF Foods under her belt, Haldar is primed to redraw Faber-Castell’s brand story
MUMBAI: Faber-Castell India has poached Sunaina Haldar from ADF Foods, appointing her director – marketing as the German stationery brand looks to muscle up in a category that is rapidly reinventing itself around creativity and self-expression.
Haldar hit the ground running. “My first couple of weeks have been incredibly energising, understanding consumers, visiting markets, engaging with retailers and immersing myself into the world of Faber-Castell Group,” she said.
She arrives with considerable firepower. At ADF Foods, Haldar ran marketing across India and international markets for a portfolio spanning Ashoka, Aeroplane, Camel and ADF Soul. Before that, she was vice-president – marketing at direct-to-consumer mattress brand SleepyCat, where she helmed brand, content and performance marketing. Her résumé also includes a stint leading marketing, new product development and CRM for Tata SmartFoodz at Tata Consumer Products, no small proving ground.
Between corporate roles, Haldar also operated as a fractional CMO for early-stage startups, building marketing strategy and operational structures from scratch, a signal that she knows how to move fast with limited resources.
With 18 years straddling FMCG, D2C and the startup world, Haldar now takes the reins at a brand that has long owned the classroom but is clearly hungry for the living room. In a stationery market where the pencil has become a lifestyle statement, Faber-Castell has picked someone who knows exactly how to sell that story.
