Launched with a heartfelt film, IKEA’s PILLEMARK doormat turns inclusion into a visible, everyday gesture of pride and support for the LGBTQIA+ community
Mumbai, June 23, 2025: This Pride Month, IKEA India has given the humble welcome mat a powerful new meaning with the launch of PILLEMARK, a rainbow-coloured doormat that declares: Everyone is welcome here.In many Indian households, welcome begins at the doorstep. But for members of the LGBTQIA+ community, entering a new space can sometimes raise concerns: Will I be accepted? Will I be safe? With PILLEMARK, IKEA invites people to offer an answer that’s as warm as a hug—showing that allyship can be felt, not just spoken.Conceptualised by Leo India, the emotional film at the heart of the campaign urges individuals to place the IKEA PILLEMARK mat outside their homes and share how they’re embracing inclusion with pride. By transforming a small gesture into a visible symbol of support, the campaign aims to inspire conversations about belonging and create a growing movement of everyday allyship.> “At IKEA, we believe a true home is not just four walls—it’s where you feel accepted, respected, and free to be yourself. With PILLEMARK, we encourage people to take a simple but powerful step to show that their homes are safe spaces for all,” said Jayendra Gupta, Country Integrated Media Manager, IKEA India. “This film invites every ally, every neighbour, every family to open their hearts and their homes and welcome everyone with pride.”> Pravin Sutar, National Creative Director at Leo India, added: “The idea was to help people feel welcome even before the door opens. With PILLEMARK, we aimed to turn the everyday welcome mat into an everyday movement for inclusion—so people can transform quiet belief into visible allyship.”The campaign continues to gain momentum across Instagram, with creators and communities sharing their stories and spreading the message of inclusion.Watch the campaign here:
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