IKEA India has launched its 2025 festive campaign titled Cook Up Some Magic, blending the warmth of home-cooked meals with the rhythm of celebration. Conceptualised by Leo Burnett, the campaign’s centerpiece is a vibrant film set at a dinner party, where the arrival of food transforms a frozen scene into a lively celebration. The transformation is powered by the legendary track Auva Auva Koi Yahan Nache, performed by Usha Uthup and Bappi Lahiri, adding a nostalgic yet energetic pulse to the visual storytelling.
The campaign celebrates the emotional power of food and togetherness, positioning IKEA’s cooking and dining solutions as the heart of festive joy.
Key Highlights From The Campaign
- IKEA’s festive film features the classic track Auva Auva Koi Yahan Nache by Usha Uthup and Bappi Lahiri
- The film uses a mannequin challenge format, where guests come to life as food enters the room
- Usha Uthup made a surprise appearance at an IKEA store, delighting shoppers with a live performance
- The campaign includes short films showcasing over 700 festive-ready products across cooking, dining, and serving categories
- IKEA’s messaging focuses on the emotional and social role of food in Indian celebrations
Narrative And Visual Concept
The main film unfolds at a dinner party where guests are frozen mid-action, capturing the anticipation before a meal. As dishes arrive, the room erupts in movement and joy, choreographed to the upbeat tempo of Auva Auva. The track, originally released in the 1980s, evokes a sense of timeless celebration, making it the perfect soundtrack for a campaign rooted in tradition and modernity.
- The visual metaphor highlights how food brings people together and sets the tone for festivities
- The use of a retro track bridges generational memories and contemporary design aesthetics
- The film’s choreography and set design reflect IKEA’s Scandinavian minimalism infused with Indian vibrancy
Product Integration And Offers
Complementing the film, IKEA has rolled out a series of short videos and promotional content highlighting its festive offers. The brand is showcasing more than 700 products designed to simplify and elevate the cooking and dining experience. From preparation to clean-up, IKEA’s solutions aim to make every step joyful and efficient.
- Featured products include cookware, serving sets, storage containers, and tableware
- Offers are available across IKEA’s physical stores and online platforms
- The campaign encourages families to create memorable moments around food and home
Brand Philosophy And Cultural Resonance
Jayendra Gupta, Country Acting Marketing Manager and Integrated Media Manager at IKEA India, emphasized that food is central to Indian celebrations, and IKEA’s role is to support life at home during these moments. The campaign reflects IKEA’s understanding of Indian cultural rhythms, where the kitchen and dining table are spaces of connection, laughter, and tradition.
- The campaign aligns with IKEA’s global positioning while adapting to local cultural nuances
- Usha Uthup’s involvement adds authenticity and emotional depth to the campaign
- The messaging reinforces IKEA’s commitment to affordability, functionality, and festive spirit
Audience Engagement And Social Media Buzz
Usha Uthup’s appearance at IKEA stores sparked excitement on social media, with videos of her performance circulating widely. Dressed in her signature style, she engaged with customers and staff, turning the store into a stage of celebration. The campaign has received positive feedback for its nostalgic appeal and vibrant execution.
- Social media platforms saw increased engagement with the hashtag #CookUpSomeMagic
- Influencers and content creators are amplifying the campaign through festive home setups
- The campaign is expected to drive footfall and online traffic during the festive quarter
Conclusion: A Celebration Of Food, Music, And Home
IKEA’s Cook Up Some Magic campaign blends music, emotion, and design to capture the essence of Indian festivities. By pairing a timeless track with modern home solutions, the brand delivers a message that resonates across generations. As homes light up with celebration, IKEA positions itself not just as a retailer, but as a companion in creating joyful memories.
Sources: Media Infoline, Excel India Online, BestMediaInfo
