MAM
Ad war between Times of India and Hindu gets uglier
MUMBAI: The war between the two print titans has got even uglier with The Times of India hitting hard at The Hindu in a new ad campaign. The splash created by The Hindu’s ‘Stay Ahead of the Times’ campaign seems to have finally elicited a response from The Times of India, heating up the ad war further.
The Chennai edition of the TOI carried a copy on 3 February that stated: “We congratulate the competition for finally waking up to the Times of India.”
The copy went on to say that the flagship news daily from Bennett, Coleman and Co Ltd (BCCL) enjoyed reacting to the competitor’s recent campaign and looks forward to them following its footsteps in connecting with the readers.
It concluded by saying, “We now look forward by emulating our approach to connecting with readers, led by a new editor and CEO who’ve cut their teeth at the TOI. We wish them good morning and good luck.”
Taproot India handles the creative duties for TOI and is behind this particular ad as well.
Considering that The Hindu campaign focused on the trivialisation of content in print journalism, BCCL CMO Rahul Kansal said, “We at TOI believe in searching and operating on the middle ground and establishing a reader connect. We carry news that is relevant to different sections of the reading masses and not only for those interested in serious information.”
Reacting to the new ad, The Hindu Group VP advertising Suresh Srinivasan told Indiantelevision, “We do not know what to make of this ad. It has appeared in a publication that is anyway going to reach the TOI readers only. The most I can say is that we are amused. Also, by the ad’s logic, every school and college in the country should stand up and take credit for training professionals in the field out there.”
The Chennai edition of the TOI was launched on 14 April 2008 and has been trying to catch up with the forerunner The Hindu since then. According to the Audit Bureau of Circulation (January-June 2011), The Hindu’s circulation in Chennai is 356,826 copies, followed by the Deccan Chronicle at 243,581 and the New Indian Express at 89,546.
Since the TOI Chennai edition is not registered with the ABC, accurate data regarding the daily’s circulation figures could not be attained.
The ad war started about four months back with TOI taking potshots at the mundane content of The Hindu and asking readers to ‘Wake up to the Times of India’.
In response, The Hindu created a campaign that elucidated that it’s content is much more relevant in this globalising age and is not “Bollywoodised” or “trivialised” in any way.
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Hindu wants to stay ahead of ‘The Times‘
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.
