MUMBAI: Not all heroes wear capes; some ride in cabs with giant plastic bricks on the roof.
In a colourful twist to the daily commute, Uber partnered with Lego® to roll out special edition rides across Gurgaon to celebrate the opening of Lego’s first flagship store in India at Ambience Mall. The collaboration has turned ordinary Uber rides into roving reminders of childhood whimsy, featuring cars wrapped in signature Lego colours and topped with oversized bricks.
Designed to turn heads and trigger nostalgia, the fleet was deployed just in time for the store’s launch, offering riders a literal trip down memory lane. Whether passengers were headed to the store or simply on their way to work, the joy kicked in well before the destination.
“This partnership is all about bringing imagination to the streets. Uber connects people to places—and now, to moments of creativity and nostalgia too”, the companies said jointly.
The stunt wasn’t just visual. Uber and Lego amplified the activation through a content-led influencer campaign, spotlighting creators, families, and young fans sharing their ‘Lego-fied’ travel experiences. From social reels to selfie stops, the campaign racked up organic traction, pulling audiences into the world of play and paving the way for experiential branding.
For Uber, it marked another chapter in its efforts to position itself as more than a mobility solution. The company continues to reimagine urban travel by infusing pop culture, partnerships, and play into its rider experiences.
The campaign continues through the week in Gurgaon and has already drawn keen interest from riders, onlookers, and influencers alike. With Lego’s flagship store up and running, the collaboration hints at future possibilities where brands meet on roads, quite literally.