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

Ad from Rethink sees family prepare for the holidays to 'Chaiyya Chaiyya'

Published On
Nov 11, 2021

Editor's Pick

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.



Nov 11, 2021
Client :
Ikea (Canada)
Agency :
Aaron Starkman
Executive Creative Director :
Mike Dubrick
Head of Art & Creative Director :
Joel Holtby
Creative Director :
Dhaval Bhatt
Associate Creative Director & Art Director :
Skye Deluz
Associate Creative Director & Copywriter :
Naeem Ghafari
Associate Creative Director & Copywriter :
Jacquelyn Parent
Strategist :
Shereen Ladha
Chief Strategy Officer :
Sean McDonald
Director Of Broadcast :
Shelby Spigelman
Senior Broadcast Producer :
Anna Tricinci
Director of Print Production :
AJ Merrick
Production House :
Merchant Studios
Director :
Tim Godsall
Executive Producer :
Ian Webb
Production House Producer :
Shannon Barnes
Adam Marsden
Cultural Consultant :
Noor Dhanda
Post Production House :
Outsider Editorial
Editor :
Chris Murphy
Assistant Editor :
Kerstin Juby
Post Production Producer :
Kristina Anzlinger
Transfer :
Alter Ego
Colorist :
Wade Odlum
On-Line :
The Vanity
Online Artist :
Mike Medeiros
Online Artist :
Naveen Srivastava
Executive Producer :
Stephanie Pennington
Audio House :
Vapor Music
Music/Audio Director :
Ted Rosnick
Audio Engineer :
Ryan Chalmers
Audio Producer :
Kat Stewart
Licensed Music Clearance :
Music Rights Clearance
Licensed Music Clearance :
Katie Seline
Licensed Music Clearance :
Francois Lachance
Group Account Director :
Sarah Riedlinger
Group Account Director :
Kiara Wilson
Account Director :
Hayley Kleynhans
Account Manager :
Melissa Luk
Account Manager :
Chaityadeep Singh Mainee
Account Director :
Catherine Blouin-Mainville
Account Manager :
Gabrielle Bergeron
Chief Marketing Officer :
Johanna Andren
Director of Brand Marketing :
Claudia Mayne
Marketing Communications Specialist :
Noah Keefe
Marketing Campaign Leader :
Jordan Sequeira
Integrated Media Leader :
Jennifer Bauer
Public Relations Leader :
Lisa Huie
Interior Design Leader :
Lindsay Marsh
Media :
Associate Account Director :
Vanessa Coutinho
Account Supervisor :
Faizal Shaikh
Media Planner :
Monalyn Quelnat
Media Coordinator :
Crystal Kim
Wunderman Thompson

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