Campaign details
Brand: IKEABrand owner: IKEA India Pvt. LtdLead agency: MindshareContributing agency: MindshareMarket: IndiaIndustries: Furniture & furnishings retailMedia channels: Mobile & apps, TelevisionBudget: Up to 500k
Executive summary
In IKEA's third year in Hyderabad, our biggest challenge was to further establish IKEA as a home furnishing expert offering affordable and accessible products. For many Indians the brand is still considered expensive; it sees only 60% repeat purchase. Hence, to reach the many in Hyderabad we set an ambitious target of doubling TOM from 16% to...