IKEA India has launched its new festive campaign, Cook Up Some Magic, highlighting the emotional and cultural significance of food during celebrations. Conceptualised by Leo Burnett, the campaign captures how food becomes the heartbeat of Indian festivities-bringing families together through shared meals and joyful moments.
The campaign film opens with a dinner party paused in time, mimicking the mannequin challenge. The scene bursts into life with the arrival of food, as guests dance to Usha Uthup and Bappi Lahiri’s classic track “Auva Auva Koi Yahan Nache.” Upping the nostalgia, Usha Uthup herself makes a special appearance at an IKEA store, dancing to her iconic song and spreading festive cheer.
Accompanying the main film is a series of short videos showcasing over 700 festive offers across cooking, dining, serving, and cleaning essentials. These offers aim to make homes celebration-ready with practical, affordable solutions for every occasion.
Jayendra Gupta, IKEA India’s Country Acting Marketing Manager, remarked, “In India, food is not just a part of celebrations—it’s the heart of them. With our focus on Cooking & Eating, IKEA supports every step of the festive journey, from the kitchen to the dining table.”
Echoing this, Leo Burnett’s National Creative Director, Pravin Sutar, added, “Food in India is about tradition, love, and togetherness. This campaign reminds us how even the act of cooking can turn everyday moments into something magical.”
Through this heartwarming campaign, IKEA India celebrates the power of food to create lasting memories, strengthening its brand promise of making life at home better.
Credits
Creative Agency: Leo Burnett India
Production House: Prodigious
Director: Misha Ghose
Key Team:
- Rajdeepak Das – Chief Creative Officer, Publicis Groupe South Asia & Chairman, Leo South Asia
- Amitesh Rao – CEO, South Asia; Leo, Publicis Health & Publicis Business
- Vikram Pandey – Chief Creative Officer
- Pravin Sutar – National Creative Director
- Sandeep Iyer – Executive Creative Director
- Sneha Iyer – Associate Executive Creative Director
- Niharika Mishra – Creative Director
- Sarjit Talwar – Senior Art Director
- Sayyed Anas – Art Director
- Shikhar Chandrakar – Copywriter
- Phibalapdianghun Nongsiej – Content Writer
- Sreemoyee Choudhury – Senior Copywriter
- Akshay Vijayan – Video Editor
Account Management & Strategy:
- Rajeev Rakshit – Executive Director
- Anahita Brar – Associate Vice President
- Pranav Nair – Associate Vice President
- Meghna Majumdar – Brand Services Partner
- Rishi Jain – Brand Services Associate
- Suraj Kanduri – Brand Services Director
- Ananya Samantaray – Senior Brand Services Associate
- Anirban Roy – Chief Strategy Officer, Leo – South Asia
- Mittu Torka – EVP, Strategy
- Aakash Devrani – Brand Strategy Director
Social Media Campaign
Agency & Production House: Mushroom Studios
Director: Nikhil Jain
DOPs: Arjun Bharadwaj, Onkar Lele, Pawan Khade
Creative Director: Shreya Tingal
Art Director: Mrunmayi Narnaware
Creative Team: Tanishka Pandey, Anshika Sharma, Molina Singh, Divya Nair, Anica Singh, Bheem Singh, Akash Sinha, Bhakti Makhija, Sanjana Mohanty
