MAM
Somany Tiles launches new TVC; to spend Rs 20m for campaign
NEW DELHI: In a category driven by facts and design specifications, Somany Tiles’ new television commercial (TVC) builds an emotional connect to create unique brand positioning. The ad makes an emotional appeal to the consumer using the occasion of marriage.
“People usually decorate their houses during special occasions like marriage, birth of a child and during festive season. In our new TVC we have chosen the occasion of marriage and the bride entering her new home for the first time to show how warm and welcoming every home can look by being done up with the right kind of tiles. The objective of the campaign is to involve both men and women in the purchase decision,” says Somany Tiles executive director Abhishek Somany.
According to Somany: “Taking the viewer through a tour of the house elegantly done in various concepts of floor and wall tiles, the ad demonstrates the suitability of tiles in various parts of the house bedroom, living room and bathroom.”
To make the tiles purchase more involved and create a lasting recall for the brand, the ad positions the house as a silent protagonist – says the release. The warm, welcome ambience of the house comforts the bride, when she takes her first step; and is there for the couple, after the celebrations are over and the guests have left.
The release says that the budget of Rs 20 million has been allocated for this ad campaign that went on air from 10 September 2003.
TVC fact file
Creative – Leo Burnett
Languages – Hindi and Malayalam
Duration – 30 secs and 15 secs
TV channels – Star News, Zee Cinema, HBO, SET MAX, Discovery Channel, B4U Music, etc, MTV, Asianet and Surya TV
Founded in 1972, Somany Tiles, claims to be one of the largest manufacturers of quality floor and wall tiles in India. It is also the first Indian company to have both ISO 9002 and ISO 14001 certifications.
The annual turnover of the company for the year 2002-03 was Rs 2.02 billion. Somany Tiles has been at the forefront of introducing new and innovative products like widest range of square wall tiles and jute series —India’s first jute finish tiles.
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.
