Ad Campaigns
Ikea’s latest campaign unlocks home spaces with smart solutions
Mumbai: Swedish home furnishing brand Ikea has launched a new integrated campaign in India, the third in the series of the creative platform – ‘Home Is Where It All Begins,’ across television, OOH and digital channels. Its latest commercial and four mini-ad series give a glimpse of how to make the most of our homes by unlocking spaces with smart solutions.
The campaign will run on TV in both Telangana and Mumbai markets on regional channels. It is a 360-degree campaign that will be live on TV, OOH and on YouTube, FB, Instagram digital channels, said the brand.
“We all have a lot of emotions linked to our homes, we would also like our homes to be functional to support us with the big and small changes in our life. Our needs from our home are growing and changing every day,” said Ikea India country commercial manager Kavitha Rao. “Often, we need to be able to do all the things we want to do, within the limited space. When we live with people with different needs, tastes and expectations, it’s no wonder we find ourselves looking for new solutions.”
Commenting on the new campaign, Rao stated, “The third campaign in the series ‘Home Is Where It All Begins,’ talks about the most important changes in the living situation of a family by making space for growing needs of a teenager or addition of a furry friend, thereby making space for the family as a whole. The four mini ad series talk about a slice of life storytelling- positive take on work/study from home, a staycation in the current reality of life, progressive values showcased with a young boy evolving into a teenager, and emotional storytelling with a child displaying care and affection. At Ikea, through our wide range of functional and affordable home furnishing solutions, we want to help you unlock space so that when your life at home evolves, your home can evolve with you.”
The first television commercial focuses on the changing needs of home as a child grows and becomes a teenager. With him, the needs of the other members of the family change too. The TVC focuses on bedroom storage solutions that help make space while telling a beautiful sibling’s story.
The second television commercial focuses on the changing needs from home when a new furry friend gets added to the family. The family and the home also need to evolve to meet the requirements of this new member. The film depicts how Ikea’s living room storage solutions help the family make space at home, in the process unlocking space for them in their home, as well as their hearts and completing the family picture.
The brand’s second campaign under ‘Home Is Where It All Begins’ was released early this year. It highlighted 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.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
