MAM
ASCI to host global summit for Ad self-regulation in Mumbai
Mumbai: The Advertising Standards Council of India (ASCI) is set to host the International Council for Ad Self-Regulation (ICAS) Global Summit from 17 to 21 March 2025, in Mumbai. This will mark the ICAS summit debut outside of Europe and the US. The event will create opportunities for global stakeholders to engage in discussions focused on the future of advertising, new regulatory trends, and evolving standards.
The summit will host advertising Self-Regulatory Organisations (SRO) from over 27 ICAS member countries, along with representatives of six international advertising associations and other industry delegates. The summit will also feature the ICAS Global Self-Regulation Awards, celebrating best practices in advertising self-regulation worldwide. As part of the summit, ASCI Academy will host a thought leadership event called the “Global Adda” that will see the launch of important reports and conduct discussions on the topics of future regulatory trends in advertising, diversity and inclusion with a focus on masculinities, and the opportunities and guardrails around AI in advertising.
Besides the report launches, Global Adda will feature panel discussions, fireside chats, and networking sessions, enabling participants to delve deeper into pressing issues with leaders in the advertising regulatory space. Participating stakeholders will include international advertising SROs, regulators, industry leaders, domain experts, civil society organisations and academic institutions.
ASCI has been significantly contributing to the global work on self-regulation. Recently, it became a founding member of the ICAS Global Think Tank at its launch event in New York. The collaborative platform is committed to promoting self-regulation, critical thinking, and research to advance responsible advertising practices globally. By joining the Think Tank, ASCI will work together on global discussions and action on advertising ethics and evolving standards.
ASCI’s efforts have been recognised globally, receiving multiple awards at the prestigious ICAS Global Awards in recent years. The Council has also been instrumental in adapting international best practices, tailoring them to the Indian ad industry. The ASCI Academy, launched in 2023, has also been recognised for its role in capacity building and thought leadership. This includes initiatives on dark patterns, influencer marketing, diversity, and inclusion, among many others.
ASCI VP, ICAS & CEO, and secretary general Manisha Kapoor said, “Hosting ICAS’s first global summit outside Europe and the US is an honour. We look forward to having global experts share their insights and learn from the Indian industry. Advertising today faces new challenges in building and sustaining consumer trust. This summit will offer an exchange of ideas and best practices that will help us drive important conversations and action in the industry.”
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.
