Ikea's Bollywood-inspired holiday spot urges Canadians to 'assemble together'

Ikea Canada is celebrating the holidays in diverse style this year, eschewing "traditional" holiday music in favor of an uplifting Bollywood track. Its holiday spot, via Rethink, shows a family of South Asian heritage prepare for the festivities, chopping food and decorating the table to the drumbeat of the famous Bollywood track, "Chaiyya Chaiyya." The campaign, directed by Tim Godsall, gently highlights Ikea furnishing solutions along the way. "This year we wanted to talk to the many Canadians a little differently, still tell a story that reflects our deep understanding of life at home, yet also highlights that the way we celebrate the holidays has evolved and Canadians are putting their own spin on holiday traditions to reimagine those celebrations,” said Johanna Andrén, head of marketing, Ikea Canada, in a statement. “With the bright, lively energy and light that this spot brings, we’re celebrating the essence of the season, gathering with family and friends, enjoying good food, music and togetherness at a time when we all treasure it most.” The spot is running from this week to Dec.19 via broadcast, digital, out-of-home and social media. According to Ikea, it was put together by "a team that included members from a diverse set of cultural backgrounds and perspectives" including Indian, Persian, Filipino, Italian, Canadian and Swedish staffers.

Ikea's Bollywood-inspired holiday spot urges Canadians to 'assemble together'

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