IKEA India Brings 'Cook Up Some Magic' Campaign

IKEA India is launching a joyful and heart-warming campaign named “Cook Up Some Magic” to open the festive season. It was produced by the team at Leo Burnett and it points at the way food gathers people together during big celebrations in India, transforming simple kitchen and dining spaces to places full of warmth, laughs and memorable moments.

The central part of the campaign is a spirited video which is shot at a dinner party. It adds a new spin to the famous mannequin challenge - the guests remain still until a pleasant smell of delicious food fills the air. Afterward, they broke out to dance to the old India hit “Auva Auva Koi Yahan Nache” by the great Usha Uthup and Bappi Lahiri. Usha Uthup even gives an unexpected visit to an IKEA store dancing with other shoppers and bringing more happiness.

Key Highlights

• IKEA India launches ‘Cook Up Some Magic’ festive campaign with Usha Uthup
• Festive deals on 700+ IKEA kitchen essentials spotlight joy of cooking together
• Leo Burnett and IKEA India celebrate food, family, and festivity in new campaign

Alongside the main video, IKEA has put out a bunch of short clips that spotlight more than 700 special festive deals on everything from pots and pans to plates, serving trays, and storage ideas. These affordable, practical, and stylish items make it easier to handle the whole festive process – from whipping up meals to serving them up and tidying up afterward. The idea is to let families spend more time enjoying the moment rather than worrying about the details.

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Jayendra Gupta, IKEA India's Acting Country Marketing Manager, shared, “In India, food is at the heart of every celebration. Our campaign reflects the joy of cooking and sharing meals, with IKEA products making every step easier and more enjoyable.”

Pravin Sutar, National Creative Director at Leo Burnett India, added, “We wanted to dramatize the power of food to spark celebrations. ‘Cook Up Some Magic’ turns everyday kitchens into festive stages, making mealtimes unforgettable.”

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Usha Uthup was thrilled too, saying, “I love IKEA for reviving this iconic track, and I hope the joy of music and festivities continues to inspire generations.”

The campaign is running on social media, TV, and online platforms, encouraging people across India to dive into the festivities with IKEA's smart home essentials that add a touch of magic to every gathering.