LEGO launches campaign to introduce NINJAGO to India

The LEGO Group has teamed up with animators Post Office Studios to launch a new campaign introducing NINJAGO to audiences in India.

Hot on the heels of its attempts to corner the Chinese market – which have resulted in steady double-digit growth for the company in China for the past few years (at least until the first half of 2023, when growth suddenly slowed) – the LEGO Group is broadening the scope of its advertising budget even further with a campaign to introduce the world of NINJAGO to Indian consumers.

The initiative initially began with an in-person ‘LEGO NINJAGO dojo academy’ experience in malls and cultural centres across India, which included four interactive challenges to take consumers into the world of NINJAGO. Indian animators Post Office Studios designed all the visuals for the experience, as well as a unique front-page newspaper ad that used AR technology to bring NINJAGO to life when scanning its barcode.

The animation team has now followed up on those creative endeavours with a brand new short film that pulls together narrative threads from the dojo academy’s challenges. The clip follows Garry, a wanderer from a distant realm who finds himself dropped into the middle of a heated battle between the ninja and Rapton, the big bad of the current NINJAGO: Dragons Rising series.

“Storytelling is at the heart of what we do and within the LEGO Universe, the story of NINJAGO is perhaps one of the most compelling ones,” said Manchitwan Jauhal, Brand Marketing Manager for LEGO India. “In the Post Office team, we found all the ninja traits required to be great partners to us – focus, speed, creativity and most importantly the same wit, care, love and passion that we at the LEGO Group always strive for when we’re talking to the most important stakeholders of all… our children!”

“We were very excited to create this nearly four-minute-long 3D film for a brand that is as universally loved [as] the LEGO brand,” added Post Office Studios Creative Producer Saurabh Guleria. “Driven by the desire to convey a compelling story through multiple character animations, we set out to build an immersive, integrated campaign that would resonate with children across India. Collaborating with the LEGO Group to contribute to their storytelling universe was both a privilege and a creatively fulfilling experience.”

You can check out the short film for yourself over on Instagram.

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