MAM
HCL rolls ‘Change Begins with ME Tablet’ campaign
MUMBAI: HCL has recently launched a new ad campaign for its product ME tablets, on the theme of the Brand’s philosophy of ‘change’.
The new campaign titled ‘Change Begins with ME Tablet’ has been created by the Saatchi & Saatchi and directed by Rajay Singh.
The ad portrays important moments in people’s lives and the changes brought by the HCL ME Tablets.
In this commercial HCL ME Tablet is shown playing an important role in changing the way business is done by a carpet seller in Kashmir. Initially the carpet seller was solely dependent on people entering his shop. But ME Tablet now enables him to take his shop to the world and thus expand his business horizons.
The commercial also shows how easy it becomes for the masses to find a job with a better access to job portals and enjoy latest music.
Saatchi & Saatchi India CEO Matthew Seddon said, “Technology is changing every aspect of our consumers’ lives. In our very first work for HCL ME Tablets, we have demonstrated the positive effect ME Tablets can have in the lives of Indian consumer. I think our creative team and the Director have pulled together a stunning set of commercials, which will connect with our customers and continue to drive the phenomenal growth being enjoyed by ME Tablets.”
HCL Infosystems Global Head – Mobility Marketing Gaurav Tikoo added, “We all live in an era of globalisation today. No distance seems far, no mission seems impossible. And all this is aided by the technological advances that have taken place around us. Our positioning for the entire range of ME Tablets is ‘Change Begins with ME’. We do believe that ME Tablet can be a catalyst that enables change for the Indian consumer on various social and individual levels. This particular thought has been beautifully captured by Saatchi & Saatchi in the latest ad campaign.”
MAM
Lego brings Messi, Ronaldo, Mbappé, Vinicius together
Campaign clocks 314 million views ahead of FIFA World Cup 2026 buzz.
MUMBAI: Four legends, one frame and not a single tackle in sight. Lego has pulled off a crossover few thought possible, uniting Lionel Messi, Cristiano Ronaldo, Kylian Mbappé and Vinícius Júnior in a single campaign ahead of the FIFA World Cup 2026 only this time, they’re building dreams brick by brick.
Titled “Everyone wants a piece”, the campaign features the quartet assembling a Lego version of the World Cup trophy, before placing miniature versions of themselves atop it, a playful nod to football’s ultimate prize. Shared widely across social media, the ad carries a pointed disclaimer: it is not AI-generated, a subtle but telling signal in an era where even reality is often questioned.
The numbers tell their own story. The campaign has already crossed 314 million views on Instagram across the players’ accounts, with fans hailing it as a rare, almost nostalgic moment particularly for the reunion of Messi and Ronaldo, whose last shared campaign ahead of the 2022 World Cup became one of the platform’s most-liked posts.
Beyond the film, Lego is extending the play with exclusive, player-themed sets tied to each of the four stars, part of a broader football-led programme designed to ride the global momentum building towards 2026. The idea, as echoed by the players themselves, leans into the parallels between football and play experimentation, creativity, failure, and triumph.
Messi described the sets as a way to bring on-pitch moments into an imaginative, hands-on world, while Ronaldo called the transformation into a Lego figure a rare honour, blending sport with storytelling. Vinícius, meanwhile, struck a more personal note, recalling childhood moments of building with Lego and framing creativity as a universal language that transcends borders.
The timing is no accident. With the 2026 World Cup set to run from June 11 to July 19 across the United States, Canada and Mexico, and featuring an expanded 48-team format, global anticipation is already building. Argentina, led by Messi, will enter as defending champions, adding another layer of intrigue.
For Lego, the campaign does more than celebrate football, it taps into its mythology. Because when icons become figurines and rivalries turn into play, the beautiful game finds a new kind of pitch. one built, quite literally, by hand.
