MAM
Captain Steel partners with L&K Saatchi & Saatchi for the creative and digital media mandate
Mumbai: L&K Saatchi & Saatchi has won the media mandate for Captain Steel India Ltd, a leading TMT bar producer. The account will be serviced from the agency’s Kolkata office.
This collaboration marks a significant step forward in Captain Steel’s mission to enhance its brand presence and expand its reach across the country. As part of this partnership, the agency will be responsible for managing Captain Steel’s mainline and digital creatives, as well as its digital media solutions. This holistic approach aims to leverage the agency’s expertise to develop captivating narratives that resonate with the target audience and drive brand recognition.
L&K Saatchi & Saatchi Jt national creative director Rohit Malkani said, “When one of the fastest growing TMT bar manufacturers was looking out for an agency to partner them to create a national footprint, it was an opportunity we couldn’t wait to sink our teeth into. Captain Steel is one of the most visible brands in the East with a legendary brand ambassador and huge ambitions. We are delighted to win this opportunity to get them to where they want to be.”
Captain Steel director Avinash Agarwalla expressed, “Captain Steel is a brand that has carved its niche in Eastern India, Assam, Tripura. Our focus is to strengthen and expand our footprints across India. We wanted an agency partner that provides strategic thinking combined with creative solutions to augment the brand value and volume. With L&K Saatchi & Saatchi onboard, we are looking to create a difference in this highly cluttered marketplace.”
L&K Saatchi & Saatchi executive vice president and business head (North & East) Hindol Purkayastha added, “Captain Steel has been at the forefront in the TMT segment and their presence through distribution and marketing is truly enviable. We are indeed delighted to have the opportunity to partner with the brand’s ambitious growth trajectory. L&K Saatchi & Saatchi Kolkata has been strengthening its presence last few years and is truly invigorated to be able to add value to Captain Steel. What is most rewarding is the digital journey that will focus on key influencers and consumers alike. The brand is clear on taking significant strides in the market, and that is an exciting challenge for us.”
Captain Steel India Ltd is one of the leading TMT bar producers manufacturing TMT rebars, TMT rings, wires and nails. With a strong network of over 5000 trade partners, it is one of the fastest growing TMT manufacturers, expanding footprints to multiple states across the country including Eastern India in Jharkhand, Bihar, West Bengal, Assam, Odissa, Tripura and certain parts of Uttar Pradesh.
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.
