Ikea × MasterChef India (2026 season)
- Brand
- Ikea · Home & building
- Property
- MasterChef India (2026 season) · Sony Entertainment Television / SonyLIV
- Tier
- Associate sponsor
- Date
- 5 Jan 2026
- Source
- afaqs!
Co-powered partner of the 2026 season.
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Ikea's other deals
Rebrand · 10 Feb 2026
A new brand position for India that treats the home as the starting point of people's ambitions, launched with a manifesto film and three stories, the first following YouTube chef Kabita Singh from a modest kitchen to 15 million subscribers. A 360 rollout across films, social, creator collaborations, stores, the website and app.
Agency: Leo. Talent: Kabita Singh.
Festive · 5 Sep 2025
A festive film by Leo Burnett that plays on the mannequin challenge: a frozen dinner party springs to life the moment food enters, to Usha Uthup and Bappi Lahiri's 'Auva Auva'. Usha Uthup also appeared in store content, and short films pushed festive offers on 700-plus cooking and dining products.
Agency: Leo Burnett India. Talent: Usha Uthup.
Festive · 28 Sep 2024
A Leo Burnett film following a young couple's banter as they plan a festive party that goes off script, backed by 10-second spots showing IKEA products switching roles: a cocktail glass as a mithai bowl, a lamp as a karaoke mic, a bed as a mehendi party spot.
Agency: Leo Burnett India.
Digital/social · 11 Sep 2024
Two digital films by Leo Burnett showing people sleeping so deeply it shows on their faces, to sell IKEA's 'six essentials of sleep' (comfort, light, sound, temperature, air quality, decluttering) to a sleep-deprived country.
Agency: Leo Burnett India.
Ad film · 14 Mar 2023
Two TVCs on clutter in Indian homes: a couple who catalogue a big Kallax shelf and direct their kids to items by shelf number from the sofa, and two brothers racing to find their things in Trofast storage.
Rebrand · 8 Sep 2022
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.
Talent: Mallika Dua, Danish Sait, Jahnavi Dasetty.
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