LAUNCH CAMPAIGN
LEGO
Agency
Kulfi Collective
Team
Account Director: Pourush Turel
Creative Leads: Avantika Viswanathan, Mohit Bhasin
Copywriter: Diya Philipose
When LEGO decided to launch its first-ever certified store in India, Kulfi Collective knew they had to go all out with billboards, contests, front-page ads, celebrity/creator activations, massive brand collaborations and a stop-motion film. Using the idea of 'The Missing Piece', we built an exciting campaign that would resonate with kids and 'kidults' who love LEGO. The result? An unforgettable inauguration that Indians couldn't stop talking about online and offline.
Conceptualising and executing for every single part of this project (be it ATL, digital and experiential assets) was a dream, but my personal favourite piece to work on was the viral Uber x LEGO collaboration. From outdoor ads to LEGO-fied Uber cars (on the app and IRL), finding that precise strategic sweet spot where 2 globally iconic brands could meet was nothing short of incredible.
PROJECT STATS
50,000+ store visitors & 10,000 Instagram followers in 2 weeks.
5,000+ LEGO sets SOLD in 2 days.
1 of the largest opening sales for a LEGO-certified store worldwide.
OTHER WORK
BREAKING BARRIERS
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EMPOWER THROUGH EXPRESSION
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WOMEN IN ART SYMPOSIUM
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This is the space to introduce the Project section. Take this opportunity to give visitors a brief overview of the types of projects they'll find featured in the showcase below. Consider adding an image or video to spark their interest.
This is the space to introduce the Project section. Take this opportunity to give visitors a brief overview of the types of projects they'll find featured in the showcase below. Consider adding an image or video to spark their interest.