IKEA India on why it hasn’t signed a brand ambassador yet

IKEA India has launched the third edition of IKONIC, its annual flagship property that celebrates life at home. The initiative has become a cornerstone of the brand’s marketing strategy in India.

“This is the third year of IKEA IKONIC, and we are proud to show our life-at-home expertise through this event,” says Jayendra Gupta, country acting marketing manager & integrated media manager at IKEA India.

“It is a platform that celebrates India’s love for home, and this year we are focusing on cooking and eating – a theme closest to Indian households.”

The 2025 edition of IKEA IKONIC revolves around the kitchen – a space the brand calls the “heart of Indian homes”.

Why influencers matter for the home furnishing brand

This year’s edition once again brought together designers, creators, and influencers.

“Influencers connect with people in a more relatable way. They bring engagement and reach that helps us take our brand story further,” Gupta said.

Unlike many consumer brands in India, IKEA has never appointed a celebrity ambassador. Instead, the company has relied heavily on influencers and content-driven campaigns to tell its story.

When asked about the possibility of appointing a celebrity ambassador, the response was clear: there are no current plans. “We have observed that many celebrities are users of IKEA products, and we receive their support organically. However, we prefer to concentrate on our core brand values instead of relying on a single celebrity face,” the country head stated.

In contrast, globally, IKEA has collaborated with high-profile names for limited collections. For instance, its 2018 “Omedelbar” line was designed in partnership with stylist Bea Åkerlund, who has worked with Beyoncé, Lady Gaga, Madonna and Rihanna. But in India, the focus remains firmly on building an accessible and inclusive brand without leaning on star power.

Food takes the spotlight in the ‘Cook Up Some Magic’ campaign

As part of IKONIC, IKEA has launched a festive campaign titled Cook Up Some Magic, developed by Leo Burnett. The idea places food and dining at the heart of celebrations.
The campaign film opens with a dinner-party scene where guests are frozen in “mannequin challenge” style. As food enters the room, the mood changes – guests come alive, music plays, and the celebration begins. The ad features the song “Auva Auva Koi Yahan Nache” to underline the role of food in sparking joy.

“This year, our theme is cooking and eating. For most Indian homes, the kitchen is where important conversations and memories are made. We wanted to capture that,” says Gupta.

Festive push across multiple channels

IKEA is investing heavily in the festive quarter, which Gupta called “the most critical period of the year”. The company’s promotional strategy spans television, out-of-home, OTT platforms, and social media.

“The campaign is designed for storytelling, so digital and video formats will play a central role,” Gupta notes. “We go more aggressive between September and December, because that’s when consumers are most willing to spend.”

National campaign, local nuance

While IKONIC is positioned as a national property, IKEA says execution varies across markets.

“India is a complex country, with every city having different cultural nuances and media habits,” Gupta explains. “We adapt our messaging while keeping the brand’s central theme intact.”

IKEA currently has stores in Mumbai, Hyderabad, Bengaluru and Delhi NCR, but its e-commerce arm now reaches most major urban centres.

Online sales contribute about 25% of its India business, with the remainder coming from offline channels. “Post-Covid, consumers have become more comfortable shopping online with us, and that is fuelling growth,” notes the country head.

After recently opening a new store in Delhi NCR, IKEA confirmed that expansion remains a key part of its roadmap.

India’s role in IKEA’s global growth

IKEA has been in India for just over six years but is already considered one of the company’s “growth countries”.

“India is at the centre of IKEA’s global plans,” says Gupta. “We are expanding stores, exploring new formats and growing online. The ambition is to serve more and more households with solutions that make everyday life better at home.”

While the company does not disclose market-share numbers, Gupta confirms that India is showing consistent year-on-year growth.