IKEA innovates at airports for new campaign 'A tribute to India'

IKEA has replaced the plain brown curtains at the women frisking booth with real curtains from the brand

e4m by exchange4media Staff
Updated: May 22, 2019 1:07 PM

IKEA has come up with a new campaign “A tribute to India”. “Anglatarar” is a textile collection inspired from the synergy of Indo-Sweden cultures. The brand has put two in-house designers to work on the designs, creating a new collection showcasing the collaboration of the two countries.

The collection used Indigo as one of the colours bringing out its relevance with the Indian history. The ethnicity and livelier designs were fitted in a vast range of products, right from its living room to the bedrooms. With this concept, the real challenge for Kinetic India was to display this new collection in a unique way, which will not only help the consumers to relate to the brand but also redesign their comfy spaces in a calming Indian avatar. So, the agency decided to create a new media exclusively for this collection. 

With the rise in low-cost airlines, airports are the new busy transit points and are a good way for consumers to experience the product. IKEA has replaced the plain brown curtains at the ladies frisking booth with real IKEA curtains.

Now, this is a spot every woman must go through when in the airport and is also visible from the men’s security zone. 
The spaces on the window panes inside and outside the booth were also taken up for introducing the collection with a short message. Over a period of 2 weeks from the design and sample mockup approval, the curtains were stitched and was installed on all the frisking booths. With this, the refresh button was pushed, and the airport ambience was given a surprisingly new look. It became talk of the town and the online search about this collection and the brand started increasing drastically. 

Speaking about presenting this collection, Anisha Agarwal, External Communications Manager, IKEA India said, “With every communication that we develop our ambition is to execute it with the most innovative mediums and discover touchpoints that people interact with. This specific activity of using the ANGLATARAR curtains at the frisking booths will give our audience the touch and feel of the collection.”

Commenting on this innovation, Co-CEO, Charanjeet Singh Arora, “First of all we would like to thank IKEA for giving us this wonderful opportunity. We love working on briefs from IKEA because our teams get absolute clear details on the expectations and deliverables. It's a beautiful initiative of converting the female frisking zone into IKEA experience zone an idea which is simple, relevant and connects to the TG instantly.”

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