Kishore Biyani Ambushes IKEA Party With

HomeTown Advertisements

SAHIL GUPTA
Source: https://economictimes.indiatimes.com/industry/services/retail/biyani-ambushes-ikea-party-with-hometown- 123124
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• The word “there” written in dark blue with
yellow background — the signature colours of
IKEA.

• “Free lifetime maintenance in more than 50

cities across India”

• Comparative advertisement, one of the

aggressive forms of marketing, where
companies make direct references to the
competition.

• We've all come across advertisements where brands openly mock the rival brand through
print, digital or broadcast media.

“IKEA is ranked from 1-100 and everybody else starts from 101. They are a unique and
probably the best retailer of the world”
- Kishore Biyani, Future Group.