Image Source: MediaNews4U
As India gears up for its most vibrant season of lights, laughter, and togetherness, IKEA India has launched a heartwarming campaign that puts food—and the joy of cooking—at the center of every celebration. Titled ‘Cook Up Some Magic’, the campaign is a tribute to the emotional and cultural significance of food in Indian festivals. Conceptualized by Leo Burnett, the initiative blends nostalgia, music, and practical home solutions to create a festive experience that’s both soulful and stylish.
Highlights That Stir Up The Festive Spirit
The campaign’s centerpiece is a lively film set at a dinner party, where guests are frozen in time until the aroma of food brings them to life. The scene bursts into motion with the iconic beats of Auva Auva Koi Yahan Nache, featuring legendary singer Usha Uthup and Bappi Lahiri. The message is clear—food is the heartbeat of every Indian celebration.
• The campaign film uses the mannequin challenge format to dramatize the power of food
• Usha Uthup makes a special appearance, grooving at an IKEA store and delighting shoppers
• The soundtrack revives a timeless classic, adding a layer of nostalgia and energy
• The campaign includes short films showcasing over 700 festive offers across cooking, dining, and serving essentials
Celebrating Food As A Cultural Connector
IKEA’s campaign goes beyond advertising—it’s a cultural statement. In India, food is not just nourishment; it’s tradition, emotion, and connection. The campaign captures this essence by focusing on the entire journey of cooking and eating, from preparation to cleanup.
1. Cooking essentials like pots, pans, and spice racks are featured prominently
2. Dining solutions include festive tableware, serving platters, and seating arrangements
3. Post-meal organization tools such as storage containers and dish racks are highlighted
4. Affordable pricing ensures accessibility for families across income levels
The campaign encourages families to embrace the chaos and joy of festive cooking, turning everyday kitchens into stages for celebration.
Design Meets Functionality In Festive Readiness
IKEA’s product lineup for the season is designed to be both beautiful and functional. Whether it’s preserving leftovers after a Diwali feast or setting up a cozy dinner for Navratri, the brand offers solutions that simplify and elevate the experience.
• Products are curated to support every step of the festive meal cycle
• Scandinavian design meets Indian practicality in cookware and dining sets
• Limited-time offers make it easier for households to upgrade their festive setup
The campaign also emphasizes sustainability, with reusable items and eco-friendly materials featured across the product range.
Voices Behind The Campaign
Jayendra Gupta, Country Acting Marketing Manager & Integrated Media Manager at IKEA India, shared that the campaign reflects the brand’s core belief—life at home is where joy begins. During festivals, that joy is cooked, served, and shared around the dining table.
Usha Uthup, whose track anchors the campaign, expressed her excitement at seeing the song revived in such a joyful context. Her presence adds authenticity and emotional depth to the campaign’s message.
Pravin Sutar, National Creative Director at Leo Burnett India, explained that the campaign was designed to dramatize the emotional power of food. It’s not just about taste—it’s about tradition, laughter, and the magic of shared moments.
Conclusion: A Recipe For Togetherness
With ‘Cook Up Some Magic’, IKEA India has crafted more than a marketing campaign—it’s a festive invitation to rediscover the joy of cooking and sharing meals. By blending music, memory, and practical design, the brand has tapped into the soul of Indian celebrations. As homes across the country light up this season, IKEA reminds us that the real sparkle begins in the kitchen.
Sources: Exchange4Media, MediaNews4U, MediaBrief, MediaInfoline
Advertisement
Advertisement
