LEGO India collaborates with Karan Johar for campaign reflecting on gifting and memory
LEGO India has launched a new campaign in collaboration with filmmaker Karan Johar, centred on gifting and imaginative play. The initiative follows the recent opening of the company’s first certified store in Delhi NCR.
The campaign began with an Instagram post from Johar, depicting him in the midst of a shopping spree in Delhi-NCR. The post triggered responses from several public figures, including Twinkle Khanna, Farah Khan, Mira Rajput, Sonam Kapoor, Neha Dhupia, and Soha Ali Khan, each referencing extravagant wishlists. In each case, the responses redirected the gifting narrative towards LEGO sets.
The digital interaction was followed by the release of a campaign film in which Johar visits the newly launched store in Gurgaon. Accompanied by two in-store assistants, he walks through the store while referencing scenes from his previous films, which are recreated using the builds. These visual references span both recent and earlier titles from Johar’s body of work.
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.”
Commenting on the collaboration, Johar stated, “This campaign was more than just a fun collaboration; it made me rethink gifting entirely. For years, I’ve told stories through my films. With LEGO® India, I got to recreate those stories in miniature, imaginative ways. It reminded me that the best gifts aren’t always grand—they’re thoughtful, playful, and built with meaning.”
The campaign is currently being shared through social media platforms, supported by celebrity engagement and content referencing the gifting theme.
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