Rama Krishna Sangem
As the festive season approaches, homes across India begin to sparkle with lights and colour. But the real magic is found in the kitchen and around the dining table, where family recipes are brought to life, new memories are created over shared meals, and food becomes the heart and soul of every celebration.
This year, IKEA India celebrates this very joy with its new campaign- Cook Up Some Magic. Conceptualised by Leo Burnett, the film captures how food makes festivities so joyful. Set at a dinner party, the film takes a fun spin on the mannequin challenge, where the guests move from frozen to fun in seconds once the food enters the room, said a press release.
The room comes alive to the popular beats of Auva Auva Koi Yahan Nache by the ever-so-iconic Usha Uthup and Bappi Lahiri, reminding us that it’s always food that gets the celebration going.
Adding to the festive spirit, the internet also caught Usha Uthup light up Instagram and the faces of the many consumers and co-workers at the IKEA store as she shares this celebration. Dressed in her signature style, the legendary singer is spotted grooving to the iconic track, adding to the magic.
700 products across cooking, dining
The campaign includes a series of short films highlighting the brand’s festive offer on over 700+ products across cooking, dining, and serving solutions to get your home festive-ready. From preserving the after-party snacks to cleaning up after, IKEA helps families and homes across India bring joy to every step of the cooking and eating journey.
Jayendra Gupta, Country Acting Marketing Manager & Integrated Media Manager, IKEA India, said, “In India, food isn’t just on the table—it’s at the heart of every celebration. At IKEA, life at home is our heartbeat too, and during festivals, that rhythm always leads us back to the kitchen, where joy is cooked and shared”.
“That’s why our big focus this year is on Cooking & Eating. From preparing, cooking, serving, eating, to cleaning up and organising afterwards, IKEA has affordable, functional, and beautifully designed solutions that make every step easier, so families can focus on what matters the most—enjoying the moments together,” said the release.
You can watch the campaign here: YT: https://youtu.be/tyvYuFyC0uE Instagram,: https://www.instagram.com/p/DOOA0wmktcQ/?igsh=anEzZWpnbDQwYWh1, FB: https://www.facebook.com/IKEAIndia/videos/2823959671325960, X: https://x.com/IKEAIndia/status/1963927969426292980
