Ikea has rolled out a campaign 'Welcome With Pride' for Pride Month which encourages individuals across India to display the Ikea Pille doormat outside their homes and share their stories about how they are welcoming everyone with pride.

Conceptualised by Leo India, the campaign comprises an ad film. The story follows a young woman as she walks into an Ikea store, carrying with her a vibrant, rainbow-coloured mat - Pillemark. Quietly and confidently, she places it at the store’s entrance. What follows is subtle but moving. Every customer who enters notices the mat. Some pause. Some smile. Many take pictures. But all understand what it means.

In many Indian homes, welcome begins at the doorstep. This Pride Month, Ikea India aims to reimagine that welcome with Pillemark - a mat that says, loud and clear: Everyone is welcome here. More than just décor, it’s an invitation to build a world where allyship isn’t just spoken—it’s seen, felt, and shared.

What we think about it: Delivers a quiet yet powerful message by turning a simple doormat into a bold symbol of inclusion. The film’s understated storytelling lets the gesture speak volumes, making allyship feel both personal and proudly visible. The film resonated by keeping it simple and sincere with its narrative, a reminder that genuine intent often speaks loudest when it comes to such campaigns. 

Jayendra Gupta, country-integrated media manager, said, “At Ikea, we believe that a true sense of home goes beyond four walls; it’s about feeling accepted, respected, and free to be yourself. With Pillemark, we are encouraging people to take a small but powerful step to show that their homes are safe spaces for all. This film is an invitation to every ally, every neighbour, every family to open their hearts, their homes and welcome everyone with pride.”

Pravin Sutar, national creative director, Leo India, added, "The idea was to enable people to feel welcome even before the door opens. And with Pillemark, we got that opportunity. Our attempt was to turn the everyday welcome mat into an everyday movement for inclusion so India could turn their quiet belief into a visible sign of allyship."

CREDITS:

Client: Ikea India

Agency: Leo India

Leadership: Rajdeepak Das, chief creative officer, Publicis Groupe - South Asia and Chairman – Leo - South Asia

Amitesh Rao, CEO - South Asia; Leo, Publicis Health & Publicis Business

Creative:

• Vikram Pandey, chief creative officer
• Pravin Sutar, national creative director
• Sandeep Iyer, executive creative director
• Sneha Iyer, associate executive creative director
• Sanjeev Tripathi, creative director
• Niharika Mishra, creative director
• Ajeesh T A, creative director
• Shraddha Patil, senior art director
• Sreemoyee Choudhury, senior copywriter
• Sanika Dhanu, art director
• Sayyed Anas, art director
• Shikhar Chandrakar, copywriter
• Akshay Vijayan, video editor

Account management:

• Rajeev Rakshit, executive director
• Anahita Brar, associate vice president
• Pranav Nair, associate vice president
• Meghna Majumdar, brand services partner
• Suraj Kanduri, brand services director
• Ananya Samantaray, senior brand services associate
• Rishi Jain, brand services associate

Strategy:

• Anirban Roy, chief strategy officer, Leo - South Asia
• Mittu Torka, executive vice president, Strategy
• Aakash Devrani, brand strategy director

PH Details:

• Production house – Stupid Collective
• Director – Barath Jayarajan