LEGO’s Omnichannel Strategy to Launch its First Store in India
When LEGO opened its first-ever store in India in May 2025, it didn’t just cut a ribbon—it launched a full-fledged cultural event. From influencer-led Uber rides to massive LEGO brick-style out-of-home (OOH) billboards and a viral digital storytelling campaign, LEGO India transformed Delhi-NCR into a buzzing playground of brand experiences.
At a time when India’s toy market is projected to hit $4.7 billion by 2033, LEGO’s entry was more than timely—it was strategic. This blog breaks down how LEGO’s omnichannel marketing strategy stitched together offline excitement and online buzz to create one of the most talked-about retail launches of the year.
Grand Opening: A Milestone for Gurugram
(Image credit: Lego India)
LEGO India launched its biggest South Asian store on May 23, 2025, at Ambience Mall, Gurugram. Covering 4,500 square feet, it wasn’t just a store but more like a lively playground.
The store featured over 800 products, 250 one-of-a-kind LEGO sets, interactive build areas, and massive installations honoring Indian culture. The event highlighted LEGO’s commitment to creating memorable retail experiences in India.
OOH Advertising: Grabbing Attention with LEGO Creations
LEGO introduced itself in Delhi-NCR by transforming the streets into a creative playground. The company set up five massive OOH billboards designed as giant colorful LEGO bricks in popular areas like Defence Colony and Cyber Hub.
These billboards stood out with their clean and simple design. By blending childlike nostalgia and clean design, LEGO grabbed the attention of everyone—kids full of curiosity and millennials reminiscing about their first LEGO set.
Uber Collaborations: Making Commutes Part of the Campaign
LEGO teamed up with Uber to roll out over 50 LEGO-themed cabs in Delhi-NCR. These cabs are available from May 23 until June 22, offering a creative take on transit media.
On the first day, popular influencers like Sahiba Bali, Rohan Joshi, and Kareema Barry rode in these colorful, LEGO-branded taxis. They shared their experiences online and helped the campaign gain traction. Their influence reached different groups, from humor enthusiasts to lifestyle followers, and even parents.
These weren’t just ordinary rides. The experience turned into a fun moment that combined advertising with enjoyment.
Here are the glimpses from the Uber collaborations:
Teaming Up with Influencers : Building Genuine Buzz
LEGO skipped the usual paid promotions and focused on authentic influencer storytelling. Celebrity Influencers like Sak Pataudi, Rannvijay Singha, Anshula Kapoor, and many other micro and macro creators shared Instagram Stories, immersive walk-through videos, and more to build genuine excitement. This diverse lineup helped LEGO connect with a wide range of audiences, creating emotional engagement that fueled the campaign’s success.
Here are some of the glimpses from the collaborations:
Digital Storytelling: A Minifigure’s Journey to Gurugram
LEGO’s digital campaign centered on a stop-motion video that showed a courageous LEGO Minifigure exploring a fantasy world. The journey moved through places like ancient ruins and futuristic cities as the character searched to find the “missing piece.”
Spoiler alert: the “missing piece” turned out to be a new LEGO store.
This short video was shared across Instagram, InMobi, PVR Cinemas, and even aired during IPL broadcasts. By using both digital and traditional platforms, LEGO ensured the campaign got widespread attention. It’s a great example of branded storytelling made to work on multiple channels.
Experiential Marketing: Creating a LEGO Wonderland
LEGO turned Ambience Mall into more than just a store—it became a full-on experience center. Visitors didn’t just shop, they explored graffiti walls built at play stations, and interacted with various zones.
This strategy wasn’t just about kids. It attracted families, AFOLs (Adult Fans of LEGO), and design fans, creating a space that felt welcoming to all. The setup encouraged people to share their experiences and sparked tons of user-generated content.’
Key Takeaways for Marketers
- Omnichannel in Action
LEGO’s launch is a textbook example of how to synchronize OOH, digital, experiential, and influencer marketing into one cohesive narrative. Every channel reinforced the other, delivering a unified, high-impact brand story. - Global Brand, Local Heart
By weaving in Indian cultural references and regional nuances, LEGO localized its global identity without diluting it, striking the perfect balance between international appeal and domestic relevance. - Engagement > Exposure
Whether it was LEGO-themed Uber rides or interactive mall zones, each touchpoint invited participation, not just passive consumption. The result? Deeper brand connections and naturally shareable moments.
Our Take: In a world where attention is fleeting, LEGO’s launch proves that when every brand interaction is thoughtfully designed, engagement becomes inevitable—and unforgettable.
The Final Build: Lessons from LEGO’s Launch
LEGO’s India store debut wasn’t just a campaign—it was a story told across channels, touchpoints, and emotions. While exact figures remain undisclosed, signs like active social media buzz and crowded stores indicate the campaign reached a wide audience and gained strong attention. LEGO’s entry into India turned into a talked-about event on digital platforms and in real life..
If you’re a brand looking to launch with impact and imagination, Vavo Digital can help you bring every piece together—brick by brick. Let’s connect and get you started.
FAQs: LEGO’s Omnichannel Strategy
1. What is an omnichannel marketing strategy?
An omnichannel marketing strategy connects various platforms—like social media, in-store experiences, digital ads, and influencer collaborations—into one cohesive customer journey. The goal is to provide a seamless and consistent brand experience across every touchpoint.
2. Why are experiential marketing and OOH still relevant in the digital age?
While digital marketing grabs attention online, experiential and out-of-home (OOH) activations help brands connect in the real world. They create tactile, memorable moments that stick with people and are often shared organically on social media.
3. How do influencer partnerships enhance a campaign’s reach?
Influencers bring authenticity and reach to campaigns. When brands collaborate with the right creators, they tap into niche communities and build trust through real storytelling, not just promotion.
4. What’s the benefit of combining online and offline channels in a campaign?
Merging online and offline channels ensures you meet your audience wherever they are—whether that’s scrolling through Instagram, watching a movie, or walking through a mall. It amplifies brand visibility and deepens engagement.
5. How can Vavo Digital support your next campaign?
Vavo Digital helps brands build full-funnel influencer and digital marketing strategies tailored to their goals. From ideation to execution, we make sure every piece fits, just like LEGO. Let’s bring your campaign to life.