India is about to get its very first LEGO® Certified Store — and the roads, skylines, and screens of Delhi-NCR are already buzzing with joy, color, and click-worthy creativity. As a countdown to the store’s grand opening at Ambience Mall, Gurugram, the LEGO® Group has launched an ambitious, multi-channel campaign that combines iconic OOH formats, branded cabs, and an imaginative stop-motion film.

The result? A region-wide celebration that doesn’t just promote a store — it celebrates the arrival of a cultural icon.

Not Just a Store — A Missing Piece Found

The heart of the campaign is a warm and visually rich stop-motion brand film. It runs for just over a minute. The story follows a LEGO® Minifigure on a journey across dream-like worlds. It moves through ancient ruins, neon cityscapes, and magical forests. Every frame is built completely from LEGO bricks.

The metaphor is simple and emotional. The Minifigure is searching for something important. It has been missing for a long time. The twist arrives at the end. The missing piece is India’s first LEGO® Certified Store. It is now found, real, and ready to open in Gurugram.

The film celebrates LEGO’s power to inspire stories. It also pays tribute to Delhi’s vibrant and diverse spirit. The video is already getting strong engagement on social media.

Building Buzz Brick by Brick Across Delhi-NCR

The promotional campaign is hard to miss. It has spread across the region in smart and creative ways. People see reminders of the launch during daily travel, work commutes, and weekend outings.

One of the boldest elements is a set of five giant LEGO® brick-shaped billboards. They appear across top zones such as Defence Colony, Cyber Hub, MG Road, and Saket. The billboards copy the shape, form, and colours of classic LEGO bricks. Each one carries simple, playful messaging that reflects the brand’s cheerful style.

This style of billboard storytelling stands out. The medium itself becomes the message. It is eye-catching, clever, and nostalgic.

LEGO® Gets a Ride: Branded Uber Cabs Hit the Streets

From May 23 to June 22, LEGO® is taking over the roads as well. More than 50 Uber cabs now feature LEGO-themed designs. Each car has bright colours and fun decals. These designs turn many heads and make people smile.

The cabs act like moving billboards. They take the brand into every lane, marketplace, and highway across Delhi-NCR.

The showstopper comes on launch day. Three fully wrapped LEGO® Uber cabs will act as VIP rides for influencers Sahiba Bali, Rohan Joshi, and Kareema Barry. They will share their ride and their journey to the store on social media in real time. These rides are not just commutes. They are small storytelling moments built for online buzz.

— they’re campaigns within campaigns, sparking content creation and word-of-mouth as they unfold.

Why the Buzz Matters: A Strategic Brand Milestone

This campaign is more than a promotional effort — it’s a landmark moment for the LEGO® Group in India. As a globally recognized brand entering the Indian retail scene with its first certified store, LEGO® is clearly betting big on Delhi-NCR’s premium consumer base, family culture, and passion for experiential shopping.

The Ambience Mall store is expected to feature interactive zones, massive builds, and exclusive product lines — with this campaign functioning as both hype-building and community integration.

The choice of Gurugram — a city that balances affluence, family lifestyle, and cosmopolitan energy — shows LEGO®’s intent to not just launch, but deeply land.

A Campaign as Joyful as the Product

What truly sets this campaign apart is that every element. From the oversized bricks to the animated film to the Uber wraps — feels true to LEGO®’s playful, intelligent, and imaginative world. There’s no dissonance between product and promotion. Everything is built — quite literally — to reflect the LEGO® experience.

It’s this alignment that has helped the campaign strike a chord not just with children, but also with young parents, adult fans of LEGO (AFOLs), and curious bystanders. Every interaction — whether with a billboard or a cab — is designed to delight, not just inform.

About MyHoardings

At MyHoardings, we help iconic global brands like LEGO® scale their India launches through experiential OOH, transit media, influencer coordination, and high-engagement brand storytelling. Whether it’s a creative first-of-its-kind billboard or a fleet of branded cabs, we ensure your message lives where your audience moves.

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