The Summary
IKEA decided to enter India in the offline furniture retail market – a category considered boring and inconvenient - by launching its firstever Indian store in Hyderabad (a city where most people didn't even know about the brand).
We figured out a way to address the biggest barrier, i.e. what people thought a typical furniture store was like - boring, inconvenient and not very trustworthy. And we challenged it by positioning IKEA as a store which, instead of selling furniture, was about experiences woven around urban life.
We brought this unique positioning alive by imagining a quintessential yet...