In response to India’s ranking as the second most sleep-deprived country globally, IKEA India has launched its latest campaign, “It’s Time to Sleep Beautifully.” This new initiative underscores the importance of creating an ideal sleep environment with six key essentials: Comfort, Light, Sound, Temperature, Air Quality, and Decluttering.
The campaign, developed by Leo Burnett, features two engaging digital films that humorously illustrate how deep sleep can positively impact one’s daily rejuvenation and activity. IKEA’s message is clear: a good night’s sleep is more than just having the right mattress and pillows; it’s about optimizing the entire sleep experience.
Anna Ohlin, IKEA India’s Country Marketing Manager, emphasized that improving sleep quality involves enhancing the overall atmosphere of one’s bedroom. She highlighted the campaign’s goal to educate consumers on how small adjustments at home can lead to significant improvements in sleep.
Leo Burnett’s National Creative Director, Pravin Sutar, noted that with over 60% of Indians getting less than six hours of sleep, a campaign focused on sleep is crucial. He added that IKEA’s comprehensive sleep solutions offer a holistic approach to achieving better sleep, making the campaign both relevant and timely.
The “It’s Time to Sleep Beautifully” campaign aims to transform how Indians approach sleep, encouraging them to invest in creating the perfect environment for rest. For more details, visit IKEA India’s website.
