Mumbai, June 22, 2025: In many Indian homes, welcome starts at the doorstep. This Pride Month, IKEA India gives this everyday object new meaning: with PILLEMARK, a rainbow-coloured welcome mat that says loud and clear: Everyone is welcome here.
For many in the LGBTQIA+ community, walking into a new space isn’t always easy. It sometimes brings questions: Will I be accepted? Will I be safe? The PILLEMARK mat answers this like a warm hug showing that allyship isn’t just spoken, it’s felt, right at the doorstep.
Conceptualised by Leo India, the film encourages individuals across India to display the IKEA PILLEMARK doormat outside their homes and share their stories about how they are welcoming everyone with pride. By turning a simple gesture into a visible symbol of support, the campaign aims to spark conversations around inclusion and create a growing movement of allyship.
Commenting on the video, Jayendra Gupta, Country Integrated Media Manager, said, “At IKEA, we believe that a true sense of home goes beyond four walls; it’s about feeling accepted, respected, and free to be yourself. With PILLEMARK, we are encouraging people to take a small but powerful step to show that their homes are safe spaces for all. This film is an invitation to every ally, every neighbour, every family to open their hearts, their homes and welcome everyone with pride.”
“The idea was to enable people to feel welcome even before the door opens. And with PILLEMARK, we got that opportunity. Our attempt was to turn the everyday welcome mat into an everyday movement for inclusion so India could turn their quiet belief into a visible sign of allyship,” says Pravin Sutar, National Creative Director, Leo India.
The campaign continues to build the moment and message with creators and communities on Instagram, inspiring the many.
You can watch the campaign here –[https://www.instagram.com/reel/DLKB_K3S6oP/]
Credits:
Team Credits:
Leadership:
- Rajdeepak Das – Chief Creative Officer, Publicis Groupe – South Asia and Chairman – Leo – South Asia
- Amitesh Rao, CEO – South Asia; Leo, Publicis Health & Publicis Business
Creative:
- Vikram Pandey – Chief Creative Officer
- Pravin Sutar – National Creative Director
- Sandeep Iyer – Executive Creative Director
- Sneha Iyer – Associate Executive Creative Director
- Sanjeev Tripathi – Creative Director
- Niharika Mishra – Creative Director
- Ajeesh T A – Creative Director
- Shraddha Patil – Sr. Art Director
- Sreemoyee Choudhury – Sr. Copywriter
- Sanika Dhanu – Art Director
- Sayyed Anas – Art Director
- Shikhar Chandrakar – Copywriter
- Akshay Vijayan – Video Editor
Account Management:
- Rajeev Rakshit – Executive Director
- Anahita Brar – Associate Vice President
- Pranav Nair – Associate Vice President
- Meghna Majumdar – Brand Services Partner
- Suraj Kanduri – Brand Services Director
- Ananya Samantaray – Senior Brand Services Associate
- Rishi Jain – Brand Services Associate
Strategy:
- Anirban Roy – Chief Strategy Officer, Leo – South Asia
- Mittu Torka – Executive Vice President, Strategy
- Aakash Devrani – Brand Strategy Director
PH Details:
- Production House – Stupid Collective
- Director – Barath Jayarajan
Video Instagram Link: https://www.instagram.com/reel/DLKB_K3S6oP/?igsh=QkFFSkdNcU9jZw%3D%3D
