Ikea India is addressing the growing issue of sleep deprivation with its latest campaign, ‘It’s Time to Sleep Beautifully.’
The campaign, designed to help the country’s sleep-deprived population, features two digital films that challenge the conventional notion of beauty sleep. While most people associate a good night’s rest with looking refreshed, Ikea emphasizes that the real benefit lies in how it makes you feel—energized, rejuvenated, and ready to take on the day.
A key message of the campaign is that restful sleep goes beyond having a quality mattress or comfortable pillows. Ikea is encouraging people to rethink their approach to sleep by focusing on six essential factors: Comfort, Light, Sound, Temperature, Air Quality, and Decluttering. Each of these elements plays a crucial role in creating the perfect sleep environment, ensuring that individuals wake up feeling truly rested.
In today’s fast-paced world, the importance of restful sleep is often underestimated. According to Ikea, the brand’s 80 years of expertise has taught them that a productive day begins with quality sleep. Conceptualized by Leo Burnett, the campaign visually illustrates this with relatable scenes of people sleeping so soundly that it shows on their faces. The bed feels like a fluffy cloud, the duvet hugs perfectly, the air is pure, the room is clutter-free, and no light interrupts their slumber. Ikea’s Six Essentials of Sleep provide a comprehensive guide for achieving the ideal night’s rest.
Anna Ohlin, Ikea India’s Country Marketing Manager, stated, “Many people in India struggle with sleep, unaware of the small changes that can dramatically improve their rest. At Ikea, we’re committed to enhancing everyday life at home, and we believe better sleep is key to a healthier, happier lifestyle. Our ‘It’s Time to Sleep Beautifully’ campaign aims to educate people about the importance of the sleep environment and offers a wide range of products designed to help them sleep better.”
According to Pravin Sutar, National Creative Director at Leo Burnett India, the timing of this campaign couldn’t be more relevant. “It’s shocking to think that over 60% of Indians get less than six hours of uninterrupted sleep. That’s why this campaign is so important, and Ikea is the perfect partner, offering a holistic sleep solution. We wanted to show that true sleep beauty comes from within—when all aspects of your sleep environment are optimized, you sleep deeply and beautifully, even if it doesn’t look perfect from the outside.”
With the ‘It’s Time to Sleep Beautifully’ campaign, Ikea India is not just promoting products—it’s promoting a lifestyle shift. By focusing on the overall atmosphere of the bedroom, Ikea is helping individuals across India discover how a well-designed sleep environment can transform their nights and, ultimately, their lives.
From cozy mattresses and supportive pillows to innovative lighting solutions and decluttering tips, Ikea offers a complete sleep solution that goes beyond the basics. As sleep deprivation continues to affect millions, Ikea India is stepping up with the tools and knowledge to help everyone sleep better and live better.
