I led the creation of IKEA Home Stories, a YouTube makeover series built around real homes and real people. Before this, the concept of an ongoing, story-led home-transformation series by a brand did not exist in the Indian market — especially one rooted in authentic Scandinavian design principles. 

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To deepen authenticity and build a stronger sense of community, we chose to feature IKEA Family loyalty members as the homeowners. This ensured the series celebrated real customers, real challenges, and real transformations — strengthening emotional connection and reinforcing IKEA’s community-first approach.

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I owned the full creative process: concept development, scripting, narrative design, emotional arcs, and ensuring every episode reflected IKEA’s global brand values while staying culturally relevant to Indian audiences. I collaborated closely with production teams, interior designers, and key stakeholders, coordinated shoots, and oversaw the edit process to maintain a consistent creative standard across the series.

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The result was one of IKEA India’s strongest digital content initiatives by a furnishing brand, generating over 10 million views on YouTube, driving high engagement, and meaningfully elevating brand affinity. The series positioned IKEA not just as a furniture retailer, but as a partner in solving everyday home challenges, effectively creating a new genre of branded content in India. You can find the videos below.