Dentsu Impact wins Ikea India’s Rs200 crore creative mandate

Dentsu Impact is mandated to establish brand IKEA in India with the current focus on its first store launch in Hyderabad, slated to be in autumn next year


Ikea will open its first India store spread across 400,000 sq.ft. in Hyderabad in the autumn of 2017. Photo: Bloomberg
Ikea will open its first India store spread across 400,000 sq.ft. in Hyderabad in the autumn of 2017. Photo: Bloomberg

New Delhi: Dentsu Impact, the advertising agency owned by Dentsu Aegis Network, has bagged the creative mandate of world’s biggest furniture retailer IKEA in India, following a multi-agency pitch. 

Dentsu Impact will handle IKEA India's overall creative duties across online and offline platforms. The account size is estimated at Rs.200 crore. The agency will establish the IKEA brand in India with the current focus on its first store launch in Hyderabad. 

Dentsu said it will be setting up a team of 25 people for below-the-line, account management, planning and creative areas to service the account. 

IKEA will be largely handled out of agency’s Delhi office with an operational team in Bengaluru. The agency will start working on the first brand campaign in November.

As reported earlier by Mint, the global furniture retailer will open its first India store spread across 400,000 sq.ft. in Hyderabad in the autumn of 2017. The company will invest Rs.700 crore in its Hyderabad store. http://www.livemint.com/Industry/uCje8OUVHShe3MvBtqy6EK/First-Ikea-store-in-India-to-open-in-Hyderabad-by-2017-end.html

Commenting on the association, Ulf Smedberg, country marketing manager, IKEA said in a statement, “We are happy to sign up Dentsu as our creative partner in India after a long pitch process involving the best agencies in the country. We have high expectations on ourselves and Dentsu to build a strong partnership in India and use our collective knowledge, creativity and experience to launch IKEA in the most successful way.”

Amit Wadhwa, president, Dentsu Impact said, “IKEA is not a conventional brand, which will start regionally (Hyderabad) and will expand in other cities. There is a huge expectation from the brand for what it stands for globally. Our mandate is to not look at specific media vehicles (television or digital) but define what IKEA stands for.”

Soumitra Karnik, national creative director of Dentsu Impact, added, “IKEA is here for a longer run. It will be opening multiple stores across the country. We would be working in close partnership with the IKEA team creating campaigns across platforms.”

In India, Dentsu Aegis Network is supported through its global network brands—Carat, iProspect, Isobar, Posterscope, Vizeum, psLIVE, Amnet, MKTG—and the Dentsu branded agencies—Dentsu Creative Impact, Dentsu Marcom, Dentsu Communications, Dentsu Media, Taproot Dentsu and DentsuWebchutney. Dentsu Aegis Network has also acquired local brands Milestone Brandcom, WATConsult and Fountainhead.

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