Lego has rolled out a campaign 'Feeling Generous' featuring filmmaker Karan Johar to spotlight its gifting offerings.

Conceptualised by Kulfi Collective, the campaign consists of an ad film.

It launched with Johar’s Instagram post showing him on a shopping spree in Delhi-NCR. As he went #FeelingGenerous, celebs like Twinkle Khanna and Sonam Kapoor chimed in with outrageous requests - each met with quirky, personalised Lego builds.

The film opens with Johar stepping into the newly launched Lego Certified Store in Gurugram, armed with an outrageously long wishlist. What follows is a whimsical walkthrough guided by two quirky store associates - whom Johar cheekily nicknames the ‘Anjalis’. As he explores the store, Johar is transported into playful reinterpretations of iconic moments from his filmography, now brought to life through imaginative Lego builds. From a Rocky Randhawa minifigure to a towering Raichand-style mansion, each personalised creation turns gifting into an act of storytelling. The film culminates in a heartwarming moment of reflection as Johar looks upon the builds and realises that gifting isn’t about extravagance - it’s about meaning, memory, and the magic of play. Merging cinematic flair with Lego’s spirit of creativity, the film transforms Johar’s blockbuster world into a joyful brick-by-brick celebration of imagination.

What we think about it: Cleverly reimagines Karan Johar’s iconic film moments through playful Lego builds, turning gifting into a cinematic act of creativity. While heavily reliant on Johar’s persona, the campaign succeeds in blending nostalgia, storytelling, and brand relevance. However, the ad heavily relies on Johar's appeal, which could limit resonance with non-Bollywood fans or younger audiences that are unfamiliar with his filmography. 

Bhavana Mandon, country manager, Lego India, said, “At The Lego Group, we believe that play inspires innovation in everyone regardless of their age. Karan Johar’s vibrant personality and iconic storytelling made him the perfect partner to bring this message to life. This campaign is a reminder that play doesn’t end with childhood- it grows with you, sparking creativity, imagination, and joy at every stage of life.”