Ikea - Curtains for Change (at Hyderabad Airport)

As a furniture retailer, where would you want to launch a new curtain range. How about at an airport?

That’s what Ikea India did in its Curtains for Change campaign. Why? According to its creative agency, Kinetic India, airports are the best touch points if you want to give consumers “product experiences.”

As a result, Ikea ended up launching its new curtain collection, ‘Anglatarar’, which is meant to embody a “synergy of Indo-Swedish cultures”, at Hyderabad Airport.

In particular, Ikea replaced the brown curtains in front of the ladies’ security booth with Ikea curtains. The booths themselves also had ‘Anglatarar’ and Ikea branding on them as the above video shows.

Airports are indeed great places to trial new products, and countless brands have done exactly that.

We wonder about the wisdom of branding a security frisking booth though, as security (and especially security searches) is something many passengers see as a necessary inconvenience, but not something they feel in any way positively about.