IKEA's India brand positioning, built around the idea of home as the thing that pulls people together and doubling as an invitation to visit the stores. Creators Mallika Dua, Danish Sait and Jahnavi Dasetty made humorous content around it, and the Gateway of India, Bengaluru's Town Hall and Hyderabad's Chowmahalla Palace were lit up on 17 September to carry the line.
