Lego has rolled out an ad film ahead of the launch of the brand’s first-ever Lego certified store in India on 23 May in Gurugram.  

The over-a-minute long stop motion film follows a Lego minifigure on an epic quest for the ‘missing’ piece. The adventure spans the dawn of civilisation, vast deserts, and high seas, weaving through surreal scenes with mystic creatures and traversing the suburban landscapes of Delhi. In a surprising reveal, the missing brick transforms into the Lego certified store in Gurugram's Ambience mall. 

 

 

 

 

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Additionally, the group has launched Lego-themed Uber cabs and billboards in the city to amplify the buzz. Five larger-than-life billboards shaped like Lego bricks against the cityscape popped up across Delhi-NCR with playful prompts like ‘Miss bringing daydreams to life?’ and ‘Missing a grand adventure?’. Uber cabs partially wrapped in the brand’s colours and brick designs will cruise the streets from 23 May until 22 June. On launch day, a fleet of three Lego-themed Ubers will ferry influencers including Sahiba Bali, Rohan Joshi and Kareema Barry to the store’s opening.

Designed and executed by Kulfi Collective, the campaign brings together the power of on-ground and digital platforms to highlight whimsical power of play. 

What we think about it: The campaign strikes the right note by inviting the audience into a playful universe that celebrates our innate curiosity to seek what’s missing. By taking viewers on an imaginative quest through time and space, that culminates in the capital’s cityscape it amplifies the store launch.

Bhavana Mandon, country head, Lego India, said, “This campaign has been much more than building up to the launch of the first LEGO® Certified Store. Through every billboard, the Uber collaboration, and the films, we’re inviting people to reconnect with their inner child and reconnect with the power of play that the LEGO® Brand has stood for over generations. Each of the elements in our campaign were designed to remind Delhi—and India—that sometimes all you need is one missing piece to unlock endless possibilities.” 

Ameya Velankar, head of marketing, Uber India, said, “At Uber, we reimagine the way people travel. We build globally, but live locally & are committed to providing magical experiences to our users in their cities. As LEGO® Group opens its first certified store in India, we want parents & the people of Delhi NCR to take a magical Uber ride in these one of a kind LEGO® inspired Uber cars. What better way than take a ride together to a place that can help people reconnect with their children as well as their inner child.” 

Pourush Turel, account director, Kulfi Collective, said, “When the LEGO® India team approached us to lead the creative launch of India’s first LEGO® Certified Store, we knew it had to be more than just a campaign—it had to be a cultural moment. Our goal was to craft a 360° experience that sparked imagination across age groups, not just among kids and parents, but anyone with a passion for creativity. We wanted the launch to feel magical, joyful, and unforgettable—something that would earn its place in the country’s pop culture conversation and truly announce the arrival of the LEGO® brand with a bang.”

The film launched digitally across the brand’s India Instagram page and will be amplified across InMobi and PVR Cinemas across Delhi-NCR.