Bricks on the Move: The LEGO® Group Rolls Out Mega Campaign Ahead of First Certified Store Launch in India
4 min read
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
Central to the campaign is a heartwarming and visually stunning stop-motion brand film, over a minute in length. The film follows a LEGO® Minifigure on a cinematic journey across imaginative landscapes — from the ruins of ancient monuments to neon-lit cityscapes and fantastical forests — all crafted from LEGO bricks.
The metaphor is subtle yet impactful: the Minifigure is in search of something important, something long-missing. The twist at the end? The missing piece is India’s first LEGO® Certified Store — now found, now real, now ready to open in Gurugram.
The film is a love letter to both LEGO’s endless storytelling potential and Delhi’s diverse spirit — and has already begun generating massive engagement on social platforms.
Building Buzz Brick by Brick Across Delhi-NCR
The promotional campaign has taken over the region in a way that’s impossible to ignore. From everyday commutes to weekend outings, residents of Delhi-NCR are running into creative reminders that something magical is coming.
One of the boldest elements of the campaign: five enormous LEGO® brick-shaped billboards installed across the region. Designed to resemble classic LEGO® bricks in size, form, and color, the billboards appear in high-traffic zones including Defence Colony, Cyber Hub, MG Road, and Saket. Each one features minimalist, witty messaging that celebrates the upcoming store while tapping into the brand’s playful DNA.
This form of billboard storytelling — where the medium is shaped like the message — is not only innovative but emotionally engaging, evoking instant recognition and nostalgia.
LEGO® Gets a Ride: Branded Uber Cabs Hit the Streets
From May 23 to June 22, LEGO® is also hitting the road — literally. The campaign features more than 50 LEGO®-themed Uber cabs operating across Delhi-NCR, each partially wrapped in LEGO® colours and featuring playful decals that turn heads and invite smiles.
These moving canvases turn the city into a rolling LEGO® showcase, taking the brand’s reach beyond fixed hoardings into every street, colony, and highway.
But the real showstopper? On launch day, three fully-wrapped LEGO® Uber cabs will serve as VIP rides for influencers Sahiba Bali, Rohan Joshi, and Kareema Barry, each documenting their brick-to-store journey in real-time via social media. These rides aren’t just commutes — 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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