With a population of over 1.4 Billion, India is a country where people are always rushing. Organising is the last thing they have on their minds, but something that can positively impact their daily lives beyond imagination. A little organising with IKEA can help them keep chaos out of their spaces and in effect, save them a lot of time.

Also, there are over 460 million YouTube users in the country, but only 0.17% of them have Premium subscriptions. Meaning, that most Indians are made to wait for at least 5 seconds before they can watch their videos, owing to ads.

Both these insights gave us an opportunity to demonstrate the organising capabilities of IKEA's products in an experiential manner.

YouTube usually targets their audience with ads on every video and they skip those ads every time. All viewers impatiently wait for the skip ad to appear, while repeatedly thinking about the time they're wasting, even if it's a mere 5 seconds. This gave us the perfect opportunity to demonstrate how they can save that valuable time by organising with IKEA.

Also, Indians are in a constant state of chaos and rush. Organising is the last thing that comes to their mind. However, by organising with IKEA, they can save a lot of time, which can help them in the long-run.
We decided to combine these insights to create the first ever time-saving pre-roll series that owned the skip button on YouTube.

We created pre-rolls displaying relatable situations where it generally takes people a lot of time to find what they're looking for. However, since our characters organised with IKEA, they could find those things in a matter of seconds. For the first time, people watched ads that skipped them first to demonstrate how organising with IKEA can save them time.