MAM
When Ikea got creative about sleep
Ikea, a global furniture and home furnishing brand, is promoting its sleep range products with clever print and outdoor campaign and positions itself as sleep expert.
Designed and conceptualised by Mother London, the ads focuses on the central theme of sleep and turn an energy drink, anti-ageing cream and vitamin pills into cool ads for the IKEA sleep range.
First ad showcases a bedsheet flowing out from an open energy drink can. The messed up sheet signifies liquid drink in the can which carries the message that ‘Sleep boosts our energy’. Second ad showcases, an eye cream jar with a quilt folded into it. The jar carries the message that ‘sleep is the most natural anti-ageing remedy.’ And the third ad showcases a medicine bottle from which pillows are flowing out and it carries the message that ‘Sleep naturally supplements focus and energy.’
These ads are part of a larger campaign ‘Tomorrow Starts Tonight’ that challenges sleep neglect by celebrating the truth that the more you sleep, the more you get out of life.
Read more news on Ikea
The new print campaign includes a trio of ads and was shot by photographer Amy Currell using large-scale models designed by Andy Knight.
A few weeks ago Ikea also launched a campaign where it reshared the tale of a tortoise and hare to talk about what we can achieve if we get a good night sleep.
Ikea is an iconic brand that is known for its products and its advertisng worldwide.
Brands
Tata Consumer Products highlights workplace bias with no repeat campaign
Women often repeat ideas to be heard; Tata campaign spotlights bias
MUMBAI: In many offices, a familiar moment unfolds. A woman shares an idea in a meeting. The room nods politely, then moves on. A few minutes later, someone else repeats the same thought and suddenly it lands.
This International Women’s Day, Tata Consumer Products is drawing attention to that quiet but persistent workplace dynamic through TheNoRepeatCampaign, an initiative that highlights how often women must repeat themselves before their ideas are acknowledged.
Conceptualised by Schbang, the campaign centres on a mockumentary-style film featuring a corporate employee known simply as “Doobara”, which literally means “again”. The character symbolises the many women across workplaces who find themselves restating their ideas during meetings, brainstorms and presentations before they receive recognition.
The campaign is grounded in research that reflects a broader workplace pattern. According to McKinsey & Company’s Women in the Workplace 2024 report, 39 percent of women say they are interrupted or spoken over in professional settings. Research by Perceptyx in 2022 adds to that picture, with 19 percent of women reporting frequent interruptions and 42 percent saying it happens at least sometimes.
Tata Consumer Products head of corporate communications and investor relations Nidhi Verma, said the campaign aims to bring a commonly experienced but rarely discussed bias into the open.
“Workplaces thrive when every voice is heard the first time it speaks. With #TheNoRepeatCampaign, we wanted to shine a light on a bias that many women experience but rarely gets called out openly. By encouraging teams to listen more consciously and acknowledge ideas fairly, we hope to create environments where contributions are valued for their merit, not the number of times they need to be repeated,” she said.
The film cleverly mirrors the very behaviour it critiques. Through deliberate repetition in the storytelling, viewers experience the subtle frustration of having a point overlooked until someone else echoes it back to the room.
The initiative also ties into Tata Consumer Products’ internal SpeakUp culture, which encourages employees to share ideas and feedback openly while emphasising the shared responsibility of listening and acknowledging contributions.
Schbang president of solutions Jitto George, said the insight behind the campaign came from everyday workplace observations.
“The insight was simple but powerful. Many women have experienced moments where their ideas gain traction only after someone else repeats them. We wanted the storytelling to reflect that reality in a way that feels relatable, slightly uncomfortable and difficult to ignore. The mockumentary format helped capture that everyday dynamic while prompting viewers to rethink how conversations unfold in their own workplaces,” he said.
Aligned with International Women’s Day 2026’s theme, “Give To Gain”, the campaign underlines a simple message. When organisations give attention, acknowledgement and visibility to women’s voices, the entire workplace benefits.
After all, when good ideas are heard the first time, they do not need a second attempt.
