TLDR: IKEA India has launched its new festive campaign, ‘Cook Up Some Magic,’ conceptualized by Leo Burnett. The campaign celebrates the joy of food and togetherness during the festive season, featuring a film with Usha Uthup’s iconic track and highlighting IKEA’s affordable cooking, dining, and serving solutions.
As the festive season approaches, homes across India begin to sparkle with lights and colour. But the real magic is found in the kitchen and around the dining table, where family recipes are brought to life, new memories are created over shared meals, and food becomes the heart and soul of every celebration.
This year, IKEA India celebrates this very joy with its new campaign-Cook Up Some Magic. Conceptualised by Leo Burnett, the film captures how food makes festivities so joyful. Set at a dinner party, the film takes a fun spin on the mannequin challenge, where the guests move from frozen to fun in seconds once the food enters the room. The room comes alive to the popular beats of Auva Auva Koi Yahan Nache by the ever-so-iconic Usha Uthup and Bappi Lahiri, reminding us that it’s always food that gets the celebration going. Adding to the festive spirit, the internet also caught Usha Uthup light up Instagram and the faces of the many consumers and co-workers at the IKEA store as she shares this celebration. Dressed in her signature style, the legendary singer is spotted grooving to the iconic track, adding to the magic.
Complementing the main film, the campaign includes a series of short films highlighting the brand’s festive offer on over 700+ products across cooking, dining, and serving solutions to get your home festive-ready. From preserving the after-party snacks to cleaning up after, IKEA helps families and homes across India bring joy to every step of the cooking and eating journey.
Jayendra Gupta, Country Acting Marketing Manager & Integrated Media Manager, IKEA India, said, “In India, food isn’t just on the table—it’s at the heart of every celebration. At IKEA, life at home is our heartbeat too, and during festivals, that rhythm always leads us back to the kitchen, where joy is cooked and shared. Whether it’s the buzz of the kitchen, the warmth of the dining table, the joy of eating together, or shared moments over cleaning up after, food makes celebrations memorable. That’s why our big focus this year is on Cooking & Eating. From preparing, cooking, serving, eating, to cleaning up and organising afterwards, IKEA has affordable, functional, and beautifully designed solutions that make every step easier, so families can focus on what matters the most—enjoying the moments together.”
Usha Uthup, whose iconic track features in the first ad film of IKEA India’s festive campaign, excitedly shares, “I love IKEA for bringing back this iconic track, and truly hope that music like this, festivities and traditions, and the joy of celebrations at home remain timeless and are passed on to generations ahead.”
Pravin Sutar, National Creative Director, Leo India said, “In India, food is never just about taste, it is about togetherness, tradition, and the joy of sharing. Every festival comes alive through food. With this campaign, we wanted to dramatize the power of food, and its ability to get a celebration going. Because at IKEA, we understand the warmth, the laughter in the kitchen, the bustle of preparation, the colour, and texture of Indian festivities. ‘Cook up some magic with IKEA’ is not just a line, but a reminder – about turning simple ingredients into extraordinary experiences, everyday kitchens into festive stages, and mealtimes into magical memories. With IKEA, food becomes more than nourishment, it becomes the heartbeat of every celebration.”
Credits:
Rajdeepak Das – Chief Creative Officer, Publicis Groupe – South Asia and 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
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 – Executive Vice President, Strategy
Aakash Devrani – Brand Strategy Director
Production House – Prodigious
Director – Misha Ghose
Social Media credits:
Agency and Production House: Mushroom Studios
Director: Nikhil Jain
DOP: 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
