The LEGO Group has turned the launch of its first Certified Store in Mumbai into a city-wide celebration with ‘Build Your Masterpiece,’ a campaign rooted in the city’s landmarks, people and culture.
The store at R City Mall, Ghatkopar drew over 10,000 visitors in its opening weekend. Backing the launch was a multi-format push spanning film, outdoor advertising, transit media, creator collaborations and in-store activations.
The standout moment: a Guinness World Records win for the Largest LEGO Brick Mosaic (Multiple Panels), built with 738,000 bricks recreating iconic Mumbai landmarks, capped off with a ‘Hello Mumbai’ reveal. LEGO master builder Ritam Bhatnagar led fans through the build.
Creators including Rannvijay Singha, Ayush Mehra, Urooj Ashfaq, Yashaswini Dayama, Agasthya Shah, Raunaq Rajani and Ishpreet Balbbir joined building challenges and on-ground activities to amplify the buzz.
The campaign kicked off with a stop-motion film reimagining Mumbai’s landmarks in LEGO bricks, followed by a LEGO Play Truck, branded Kaali Peeli taxis and metro takeovers across the city. Large-format billboards and quirky in-store builds – including a LEGO Dabbawala model and a Mumbai-themed pop-art mosaic – rounded out the experience.
Bhavana Mandon, Country Manager, LEGO India, said the launch was about making every Mumbaikar feel part of the build, calling it a reflection of how the city itself comes together piece by piece.
This marks LEGO India’s fifth Certified Store in the country.
