MAM
Beco launches new campaign with Dia Mirza for its eco-friendly product range
Mumbai: Homegrown eco-friendly D2C home, kitchen & personal care brand Beco has launched its new ad campaign featuring its latest range of home care and cleaning products. The campaign, designed and created by ^ a t o m Network, features Beco’s new brand ambassador, Bollywood actor and environmental conservationist Dia Mirza.
The campaign takes a direct dig at some of the leading and widely available & advertised range of home cleaning products which today’s consumers are unaware of, as being not only harmful to the environment but also for the family’s health. It pitches the brand as the safe and natural alternative with its ‘new range of antimicrobial dishwashing liquid, floor cleaner, laundry liquid, and tissues made from 100 per cent plant-based ingredients and extracts of essential oils.’
“Truth is the most powerful sword a brand can possess. We just took it out of the sheath and presented it in a hard-hitting yet entertaining way,” said ^ a t o m CCO Yash Kulshrestha, speaking about the campaign and the ad film. “The integrated campaign starts with a set of teasers, followed by multiple films starring Dia Mirza, which talks about chemicals left on your dishes after cleaning them with regular dishwashing liquid and how they may contain carcinogenic substances. The category is brimming with loud and look-alike ads with superficial claims. It helped us mount our narrative and highlight the grim part in a more palatable way.”
The 50-second film directed by Jeet Lotia and produced by Another Idea productions features an ad within an ad to give the entire campaign a realistic feel. It emphasises that although most over-the-counter cleaners do the trick of cleaning our homes, the high levels of toxic and carcinogenic chemicals that can be present in them pose a health risk for the users.
“The homecare category hasn’t seen much innovation for the past 20 years, let alone the sustainable space. Customers don’t even know that their basic essentials like tissues and cleaners can be harmful,” stated Beco lead of marketing Akanksha Gupta. “Positioning Beco in a captivating, easy to understand and impactful fashion, we are bringing in the much-needed disruption. This campaign is just the beginning of a more consumer-focused, data-led, and creative-technology interspersed brand that we are in the process of building.”
“Everyone talks about the idea of sustainable living, but when it comes to real adoption, we are still sticking to harmful products which are not only bad for the earth but also dangerous for every member of the family,” said Beco co-founder Aditya Ruia. “Using technology, every product of Beco is naturally sourced and uses no harmful chemicals – making them safe for daily use, and are available at affordable pricing.”
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.
