The LEGO  Group has launched a new brand campaign in collaboration with filmmaker Karan Johar, shortly after opening its first LEGO Certified Store in Delhi NCR.

The campaign emerged on Instagram, where Johar posted about a gifting spree, using the hashtag #FeelingGenerous with a caption “I am on a shopping spree in Delhi-NCR, does anyone want anything?”. The post drew the attention of several public figures, including Twinkle Khanna, Farah Khan, Mira Rajput, Sonam Kapoor, and Neha Dhupia. Each celebrity’s wishlist,from helicopters to dinosaurs, was met with a LEGO build version.

A campaign film followed, featuring Johar visiting the new LEGO store in Gurgaon with a lengthy wishlist. Two quirky store staff, referred to as ‘Anjalis’ by Johar, guided him through LEGO versions of scenes from his filmography. The film includes references to characters like Rocky Randhawa from one of his recent releases, “ROCKY AUR RANI KI PREM KAHANI” and visual nods to iconic sets such as Hogwarts referring to Raichand’s house, all reimagined in LEGO bricks.

The video connects gifting with creative storytelling, positioning LEGO sets as items that can represent shared experiences and personal narratives. Johar’s voiceover reflects on his films and the potential for toys to carry meaning through design and imagination.

Speaking about this campaign Karan Johar said, “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, now live on Instagram, is led by engaging celebrity-led storytelling and vibrant content on digital channels. With 610K+ views and 11k+ engagements on the campaign film, Karan Johar’s extravagant gifting spree prompted responses from celebrities, who shared stories of the LEGO sets they received.  

This campaign is part of LEGO India’s broader strategy to engage with Indian consumers using culturally relevant themes. It also coincides with the brand’s efforts to expand retail presence and highlight play as a tool that spans across ages.