MAM
SBI Life ‘celebrates life’ with new campaign
MUMBAI: SBI Life Insurance is launching a new television campaign with a major focus on the emerging tier II and tier III towns.
According to SBI Life Insurance, inspite of 22 private players operating in India post opening up of the life insurance sector, the market still remains hugely underpenetrated. The apathy is further aided by poor understanding of products and their core benefits – thus, leading to consumer inertia towards insurance.
“This, however, not only gave us an insight into the huge opportunity to take the lead towards aligning the category benefits with the consumer needs,” said SBI Life head brand & communications Chandramohan Mehra,
“We are sharply focusing on the target group in the emerging tier II and tier III towns who we define as “the new thirties on their way to accomplish bigger dreams,” Mehra added.
Playing on the tagline, ‘Celebrate Life‘, the commercial has been conceptualised by Ogilvy and Mather. The communication strategy looks at enabling a clear articulation of the life insurance benefits by simplifying and developing a message that consumers resonate with it.
Said Ogilvy and Mather SVP Asheesh Malhotra, “In contrast to most players who focus their efforts on the archetypal metro audience with propositions that overlap each other and often fail to create brand differentiation, the SBI Life commercial not only breaks clutter but manages to reach to a far wider audience.”
Produced by Chrome Productions, the creative director of the TVC is Nitin Pradhan.
Said Ogilvy & Mather (India) chairman Piyush Pandey, “We have always reached out to people and connected with them emotionally. And this new commercial is a fresh and romantic take on a young couple‘s dreams of their older age.”
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.
