MAM
Aircel and Micromax join hands to share channel and retail network
BENGALURU: Telecom player Aircel and Indian handset supplier Micromax announced a strategic partnership with the aim to drive data growth. Under this new partnership, Aircel and Micromax will share their channel and retail networks, sales resources and run an integrated device sales activation program. The announcement was made simultaneously in four cities in India – New Delhi, Mumbai, Bengaluru and Chennai today.
Also, the duo introduced reverse bundling handset offers worth Rs 12,000 per month for every new Aircel customer. Aircel’s focus on data innovation and its expertise in mobile network, along-with Micromax’s expertise in device marketing will redefine the user experience and take data penetration to the next level claim the companies.
Micromax business head – feature phone Khaja Muzaffarullah and Aircel Circle Business Head Kadhiravan
In Bengaluru, Aircel Circle Business Head, Karnataka, Kadhiravan K, said, “India is at the cusp of a data revolution and device tie-ups will strengthen the telecom ecosystem in the country, which is critical to drive data penetration. According to a recent study, by the year 2020, mobile internet users are set to grow four – five times and smartphone penetration is set to increase five times to 50 per cent in India. Affordability in devices will give a rise to data proliferation which will be the main revenue generator for both telecom operators as well as handset manufacturers in the near future.”
“Aircel recognises the importance of smartphone devices to drive data usage. In line with that, it is our focus to get into partnerships with leading smartphone device manufacturers in an endeavor to bring to our customers exciting bundled products. In this exclusive partnership with Micromax, we will share their robust channel and retail network to deliver innovative and best value for money products and services,” added Kadhivaran.
At present, mass media communications will be limited to print media by Aircel and Mircomax individually, where each company will mention the other in their advertisements. Since the festive season is not very far off, a joint multimedia ATL and BTL campaign will be launched before the Durga Pooja/Duhessara and Diwali festivals revealed a source.
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.
