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Battle of Bandhans: Brave New World’s latest campaign for Raksha Bandhan brings in nostalgia with a smile
MUMBAI: Every relationship has its ups and downs. But nothing beats the highs and lows of the sibling relationship. The latest campaign for Trends celebrates this realistic and very relatable aspect of this partnership.
Taking off from last year’s Raksha Bandhan campaign, the film captures those memorable fights that become the cornerstones of a shared childhood. It seeks to ignite nostalgia in the viewer and urges them to celebrate their favourite fights with their siblings on social media.
Sraman Majumdar, Senior Creative Director of Brave New World said, “Trends is a brand that appeals to a wide swathe of society. Raksha Bandhan, read sibling dynamics, was a great opportunity to connect with everyone on a personal note. The film is a snapshot of a universal emotion that we can all relate to and interpret through our own lives – whether in bratty humour, mischief, rivalry, peacemaking or just fond nostalgia.”
Brave New World, an integrated advertising agency in Bangalore, India, is the brain behind the campaign. In just a few years, the agency has turned Trends’ social media channels into engagement hotspots. Always pushing the boundaries of what topicality can mean and do for an audience. In just a few hours, the video is already seeing the brand’s engaged fanbase commenting with their stories and anecdotes, with no heed paid to word count; just another great example of the brand’s ability to build powerful campaigns around simple and relatable insights that appeal to all ends of the it’s audience spectrum.
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.
