The LEGO Group has extended the launch of its first Certified Store in Mumbai into a city-wide campaign, \u2018Build Your Masterpiece\u2019, centred on the city’s landmarks, people and culture.<\/p>\n
The store at R City Mall, Ghatkopar, welcomed more than 10,000 visitors during its opening weekend. The campaign used a mix of film, outdoor advertising, transit media, creator collaborations and in-store experiences.<\/p>\n
As part of the campaign, LEGO created a Guinness World Records title for the Largest LEGO Brick Mosaic (Multiple Panels), using 738,000 LEGO bricks to recreate Mumbai landmarks. The installation also featured a ‘Hello Mumbai’ reveal.<\/p>\n
LEGO master builder Ritam Bhatnagar worked with fans to complete the mosaic. Creators Rannvijay Singha, Ayush Mehra, Urooj Ashfaq, Yashaswini Dayama, Agasthya Shah, Raunaq Rajani and Ishpreet Balbbir also participated in building challenges and other on-ground activities.<\/p>\n
The campaign began with a stop-motion film recreating Mumbai landmarks and familiar elements using LEGO bricks. It was followed by a LEGO Play Truck, LEGO-wrapped Kaali Peeli taxis and metro branding across the city.<\/p>\n
The campaign also included large-format billboards and in-store installations such as a LEGO Dabbawala build and a pop-art mosaic featuring Mumbai’s people and places.<\/p>\n
Bhavana Mandon, country manager, LEGO India, said: “Mumbai, as a city, came together quite literally piece by piece, and that idea was at the core of everything we did for this launch. We wanted every Mumbaikar to feel that they had a place in this masterpiece, because just like a LEGO build, Mumbai exists because countless people have come together to shape it. That spirit of building together has always been at the heart of the LEGO Group, and we hope this store inspires more moments where children, adults and families come together to create, connect and imagine.\u201d<\/p>\n
The Mumbai outlet is LEGO India’s fifth Certified Store in India.<\/p>\n","protected":false},"excerpt":{"rendered":"The LEGO Group has extended the launch of its first Certified Store in Mumbai into a city-wide campaign,…\n","protected":false},"author":2,"featured_media":147925,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_share_on_mastodon":"0"},"categories":[6050],"tags":[4248,6051,25394,6465],"class_list":["post-147924","post","type-post","status-publish","format-standard","has-post-thumbnail","category-lego","tag-lego","tag-lego-group","tag-mumbai","tag-the-lego-group"],"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@dk\/117116393758997168","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/posts\/147924","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/comments?post=147924"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/posts\/147924\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/media\/147925"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/media?parent=147924"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/categories?post=147924"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/tags?post=147924"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}