LEGO India's campaign weaves film nostalgia into gifting moments with Karan Johar
LEGO, India has launched a new campaign featuring filmmaker Karan Johar, using his cinematic persona to explore the role of gifting in Indian culture. The initiative follows the opening of the brand’s first LEGO Certified Store in Delhi NCR.
The campaign began with an Instagram post showing Johar mid-shopping spree in Delhi-NCR, accompanied by the hashtag #FeelingGenerous. The post drew responses from a host of celebrities, including Twinkle Khanna, Farah Khan, Mira Rajput, Sonam Kapoor, Neha Dhupia, and Soha Ali Khan, each playfully requesting gifts ranging from helicopters to dinosaurs. In response, Johar offered each of them LEGO creations instead.
The digital momentum led to the release of a campaign film, which follows Johar on a visit to the new LEGO® store in Gurgaon. Inside, he’s assisted by two in-store guides — whom he nicknames ‘Anjalis’ — as he navigates a dramatically long wishlist. The walkthrough revisits moments from Johar’s filmography, with key references translated into LEGO® form. These include character minifigures and elaborate builds that reflect both legacy and contemporary films.
The film presents Johar encountering his past works through a new medium, culminating in a moment where he reflects on how storytelling, play, and gifting intersect.
Bhavana Mandon, Country Manager, LEGO® India, commented on the rationale behind the collaboration: “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.”
Johar added, “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, currently live on social media, is being amplified through celebrity interactions, Instagram content, and audience engagement around gifting and nostalgia. The campaign film has garnered over 610,000 views and 11,000 engagements so far.
As footfall continues at the newly opened store, the campaign adds to LEGO® India’s efforts to reposition play as an intergenerational experience, anchored in personal expression and storytelling.
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