MAM
Ogilvy announces new APAC creative leadership team
MUMBAI: Ogilvy has announced the names of its new capability leadership team in the Asia-Pacific region as a next step in the agency’s transformation journey.
While Giri Jadhav has been announced as the head of advertising in Asia, Sheilen Rathod is taking on the leadership of Ogilvy’s customer experience and commerce capabilities across the region. Ali Kazmi will head Ogilvy’s partnerships in Asia – an extension of his current role in China. Andrew Thomas will be taking on an increased role in developing Ogilvy’s PR and influence offerings in the ASEAN markets. Thomas will continue to be based in Singapore.
Jadhav, Rathod, Kazmi, and Thomas will join Ogilvy’s capability leadership already in place in the region led by Scott Kronick (PR and influence), Benoit Wiesser (brand strategy), and Jerry Smith (digital transformation).
Jadhav is a long-term Ogilvy veteran who started with the network in India and has held various regional positions based out of Singapore – most recently heading the agency’s global client portfolio in the region. Rathod is also an Ogilvy veteran, who has previously worked in Hong Kong before moving to his current posting in China. He now takes on this regional position based in Shanghai.
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.
