Why did IKEA India partner with Shivesh Bhatia?
IKEA India partnered with renowned baker and food creator Shivesh Bhatia to celebrate its second Delhi city-format store opening at DLF Avenue, Saket. The collaboration blended food, home living and lifestyle. It highlighted how affordable kitchen products can inspire everyday cooking. IKEA also aimed to make its kitchen range more relatable and attract shoppers to experience the new store.
How did his presence make a difference?
Shivesh Bhatia has built a loyal audience through easy-to-follow recipes and modern baking content. His aesthetic kitchen creations also attract millions of food lovers. His popularity among millennials and Gen Z aligns with IKEA India’s vision of improving everyday life at home. His authentic content style made the collaboration feel natural.
What made this campaign stand out?
The campaign transformed IKEA’s in-store kitchen into a live culinary destination. Shivesh hosted live cooking and baking demonstrations using IKEA cookware, bakeware and kitchen accessories. Visitors watched the products in action and interacted with the creator. The activation also encouraged customers to explore practical home solutions while celebrating the new store launch.
What makes IKEA’s new Saket store significant?
Located at DLF Avenue, Saket, the new city-format store expands IKEA India’s presence across Delhi-NCR. It also serves shoppers from South and Central Delhi. The store offers thousands of furniture, décor, storage, textile and kitchen products. Visitors can explore room inspirations and enjoy IKEA’s Swedish-inspired food experience.
How does this collaboration support IKEA India’s marketing strategy?
The partnership reflects IKEA India’s North India expansion through creator collaborations, experiential events and digital-first storytelling. Live cooking sessions demonstrated the practical value of IKEA’s kitchen range. They also generated social media buzz and encouraged store visits. The campaign further reinforced IKEA’s focus on accessible city stores and home organisation solutions.
The collaboration shows how creator-led experiences can increase footfall and strengthen authentic brand engagement. Instead of simply endorsing products, Shivesh demonstrated how they fit into everyday life. The campaign became both educational and entertaining. It also highlights how the right creator can make a store launch more memorable.