Ad Campaigns
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.”
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
