IKEA India introduces rainbow welcome mat for Pride Month

IKEA India has introduced a special edition rainbow-coloured doormat called PILLEMARK for Pride Month. The mat, placed at store entrances, is part of the brand’s effort to signal inclusivity and support for the LGBTQIA+ community. It aims to make customers feel welcomed and recognised as they enter the space, reinforcing IKEA’s message of equality and acceptance.

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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. 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, IKEA 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.