MUMBAI: Ikea India is kicking off Pride Month with a splash of colour and a bold message—everyone is welcome, starting right at the front door. Its new campaign, ‘Welcome Everyone with Pride’, reimagines the humble doormat as a symbol of allyship with the launch of ‘PILLEMARK’ — a rainbow-coloured mat that’s part décor, part declaration.
Created by Leo India, the accompanying film puts the mat at the centre of the story — showing how a simple object can quiet the questions many LGBTQIA+ individuals face when entering new spaces: Will I be accepted? Am I safe here? The answer, in this case, is literally underfoot.
Commenting on the video, country integrated media manager, Jayendra Gupta 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,” said Leo India national creative director Pravin Sutar.
The campaign is picking up steam on social media, with creators and community voices joining the chorus and showing off their rainbow welcome. Because at Ikea this Pride, it’s not just about opening doors — it’s about opening minds.