IKEA India Celebrates Pride Month 2025 with Rainbow Welcome Mat

• IKEA India Launches #WelcomeWithPride Campaign with Rainbow PILLEMARK Doormat for Pride 2025
• IKEA's Pride 2025 Initiative Encourages Inclusivity with Special Edition Rainbow Doormat
• #WelcomeWithPride: IKEA India Promotes LGBTQ+ Acceptance Through Colorful PILLEMARK Campaign

IKEA India successfully initiates a colorful campaign dedicated to the Pride Month 2025, presenting a special edition PILLEMARK of a rainbow-colored doormat.

The Campaign conceptualized by Leo Burnett India invites people in India to put the PILLEMARK doormat face at their door as a universal message of inclusivity and welcoming all people irrespective of identity or orientation. The goal of the campaign is to promote acceptance and celebrate the variety of ones who choose to express their love. The campaign is called WelcomeWithPride. 

Reading like bold strokes of colors as a rainbow, the PILLEMARK doormat is rendered as a universal sign of welcome and invitation. The aim of the campaign is to challenge notions about inclusivity by encouraging individuals to share the personal accounts of inclusiveness through the hashtag Pride2025 and PILLEMARK in a method that enables the communities to remember that they can be proud of welcoming everyone. The campaign is supported by a short film that captures the real-life experiences of acceptance and demonstrates how a relatively simple doormat can encourage everyone to talk about love and diversity. 

This project follows a trend from the world-well known IKEA companies on inclusivity; a trend that has been evident in the previous initiative to donate rainbow-colored carry bags in 2019 to ACON in Australia to the tune of 20.000 dollars. The campaign is taking advantage of the Pride month emerging prominence in India as companies are increasingly investing in Pride Month revelries such as parades and promotions of inclusion. Nonetheless, as it is mentioned in the recent media infrastructure, a lot of brands are criticized due to so-called rainbow-washing when Pride campaigns are at risk of being viewed as performative. IKEA India overcomes this by focusing on storytelling and living in community. 

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PILLEMARK doormat may be found at the IKEA retail outlets mentioning that the company challenges households to make a public statement of association. The campaign is receiving a very positive response in social media with users applauding the doormat as a symbol of welcome, which touches many heads during Pride Month. Since the advocates of the queer brotherhood in India still fight to have the community seen and heard, the move by IKEA puts a vibrant, physical touch to the dialogue, that anyone should open their doors to love and accept them.