MAM
Asahi Kasei launches #AsahiKaseiMiniChef campaign to recognise your munchkin’s culinary talent
With an aim to bring to limelight the hidden culinary talent that your children hone in the kitchens whipping up really scrumptious creations with their little hands, Asahi Kasei India has announced the launch of one-of-its-kind Instagram & Facebook campaign #AsahiKaseiMiniChef. In the current situation, wherein kids have developed a keen interest in cooking and making memories with their loved ones, #AsahikaseiMiniChef will see mommy bloggers with their kids sharing some lovely warm bakes straight from their kitchens. The kids will be the stars of the contest and their mommies will assist them throughout the sweet fun cooking session. The Instagram contest, under the aegis of energetic showstopper Kamya Panjabi, will recognise and laud the young energetic culinary talents judged by Celebrity Chef Rakhee Vaswani.
To register for the contest, you will just have to:
• Follow @asahikasei_in & @Asahi Kasei India
• Share a recipe video of your little munchkins and you cooking using any Asahi Kasei product, and a photo of yourself with the final dish and product
• Make sure you use #AsahiKaseiMiniChef and tag @asahikasei_in and @AsahiKaseiIndia and also tag Chef Rakhee Vaswani’s Instagram and Fb handles.
• Tag & Nominate 3 friends in the comments below
The contest will be held until November 30 ahead of Asahi Kasei announcing the winners handpicked by Celebrity Chef Rakhee Vaswani in December this year, the #AsahikaseiMiniChef campaign will also be roping in several influencer mommies and their kids to stir the charm and flair to the warm contest even more.
The lucky winners picked by Celebrity Chef @rakheevaswani will stand a chance to win exciting Prizes from Asahi Kasei! Asahi Kasei will confer the winners with lots of goodies, prizes, Asahi Kasei Mini Chef Certificates and recognize with 1st, 2nd, 3rd, 4th & 5th places respectively. The winner will be given title of Mini Chef. Moreover, the top 10 participants will win Asahi Kasei hampers. There’s no stopping to it just yet. All participants will also win the Title of Mini Chef Ambassador and receive an E-Certificate!
With a focus to preserve food fresh longer and also to avoid food wastage and support oil-free cooking for a healthy lifestyle, Asahi Kasei – the preferred premium kitchen cooking & food preserving sheets brand offers Premium Wrap, Frying Pan Foil, and Cooking Sheet in India. The Premium Wrap is a PVDC Cling film, superior to PVC or PE cling film, it keeps food fresh for a longer time and prevents moisture and smells from seeping through. The Frying Pan Foil is coated with silicone on one side preventing food from sticking to the foil. The foil ensures limited/ no use of oil while cooking. The Cooking Sheet can be used for baking in OTG and traditional ovens as well and cooking in the microwave also drives out the need to grease the baking pan or tray as it is coated with silicone on both the sides as well.
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.
