LEGO India Digital Launch

LEGO had been present in Indian households for years, often arriving through relatives in the US and UK. Its announcement that it would formally enter the Indian market was already buzz-worthy.

The launch needed to remind LBB's users of LEGO's arrival in India and build excitement around the brand. In addition, the most important task was to capture its legacy and vision in the right words.

With LEGO already having a solid fanbase in India, the idea was not just to spread awareness but also to initiate purchase intentions and provide the existing fanbase with access to LEGO products. Keeping this in mind, while the platform's user base was the right target audience, we decided to add a carefully curated influencer activation where each influencer was handpicked based on their profile and potential to attract LEGO's customers.

A content piece on LBB's web and app introduced the launch, LEGO's legacy, its products and the audience for the brand, supported by social amplification.

This was followed by LEGO Children Fiesta Week, where influencers shared how they were spending quality time with their children — with extra relevance when those memories included LEGO products.