Ikea has rolled out a campaign 'The Closet' ahead of International LGBTQ+ Pride Day, which falls on 28 June, that highlights the struggles faced by the queer community and encourages people to be more inclusive and compassionate towards them. 

Conceptualised by Leo Burnett, the campaign which comprises a film, promotes allyship with the LGBTQ+ community through empathy and dialogue, urging people to challenge stereotypes and embrace diversity. Centred around the message 'closets are for clothes, not identities', the film is set in a busy Ikea store with a closet in the middle. Curious customers who enter the closet hear recordings of biases faced by the queer community, leaving with the realisation that while they can step out, many still live in this reality.

What do we think about it: Powerfully resonates with queer consumers, especially those still closeted, by highlighting their struggles and promoting inclusivity. It urges viewers to rethink stereotypes and embrace diversity, fostering a sense of empathy and allyship. This impactful message encourages a more accepting society, making it especially poignant during Pride Month.

Anna Ohlin, country marketing manager, Ikea India, said, “At Ikea, we stand together with the LGBTQIA+ community to celebrate love, diversity, and inclusion. We believe authenticity is not something to hide but a gift to cherish. Many people continue to struggle to live their lives openly and, with this film, we want to create stronger awareness and inspire everyone to be true allies in society."

Pravin Sutar, national creative director, Leo Burnett Bengaluru, said, "With The Closet, we intend to give a peek into the uncomfortable world for many in the LGBTQIA+ community. A reminder that we need to build a world that's more accepting and filled with love - where nobody has to live in a space that's uncomfortable, just for being their authentic self. We hope this sparks a debate in everyone's homes and inspires reassuring actions."