Over four years, I led the end-to-end brand and creative development for IKEA India — spanning TV and digital advertising, content series, social media, OOH, in-store communication, and large-scale brand activations. From launching IKEA in India to driving its sustained nationwide expansion, I shaped the brand’s voice, storytelling, and creative expression across every consumer touchpoint. This included:
 

• Brand strategy and creative direction for all campaigns

• TV and digital films that collectively generated 100M+ views

• IKEA Home Stories, an original YouTube series (the first of its kind in India) featuring IKEA Family loyalty members, which drove 10M+ views

• Integrated campaigns across digital, social, print, and outdoor

• In-store and on-ground activations to deepen local cultural relevance

• Always-on content that built sustained brand affinity

• Creative guardianship ensuring consistency, quality, and emotional resonance across all work
   

This full-funnel brand ecosystem delivered significant business impact. Within the first year of launch alone, the work contributed to a 95% lift in brand awareness, 4 million+ store visits, a 73% repeat-visit rate, and 345K IKEA Family loyalty sign-ups in a single city. The launch day itself became a landmark moment — Hyderabad traffic came to a standstill as crowds queued for hours, and the spectacle was widely covered across Indian media, including this Times of India article.

Across the four years in which I served as IKEA India’s brand custodian, these efforts helped scale the brand from 0 to ₹1,076.1 crore (≈ $128.84M) in ARR, supported by integrated marketing that spanned film, digital, outdoor, social, and experiential touchpoints.

From emotional launch films to culturally resonant activations, award-winning digital content, and high-performing social storytelling, this body of work helped define IKEA’s voice in India — making Scandinavian design culturally relevant, emotionally powerful, and widely loved across the country.

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Below, you’ll find selected work across a few individual touchpoints.