IKEA India has rolled out a brand new OOH marketing campaign throughout Mumbai, Bangalore, and Hyderabad that faucets into relatable dialogues and songs. Every reference makes use of wordplay by pairing IKEA product names with in style film dialogues to advertise its vary of residence furnishings.
The marketing campaign connects with audiences throughout cities by drawing on film moments. In Mumbai, “BILLY, BILLY, BILLY; Aaja, Aaja, Aaja” refers to a BILLY bookshelf from IKEA. In Hyderabad, “TAGGADeley” refers back to the clock, and in Bangalore, “Mungaru MALM e” showcases the MALM dresser. By pairing product names from IKEA with cinematic strains, the marketing campaign resonates with native popular culture.
Jayendra Gupta, nation built-in media supervisor, mentioned, “These iconic dialogues maintain a particular place in folks’s hearts—simply as our product names have grow to be memorable worldwide. We’re globally identified for creating sturdy popular culture moments in promoting, however in India, we wish to convey extra nuance to each market we talk with. By pairing our merchandise with these basic strains and songs, we’re bringing IKEA nearer to residence and including a contact of humour that everybody can get pleasure from.”
Written with the View : afaqs