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Cheil Worldwide SW Asia to illuminate Halonix
MUMBAI: Cheil Worldwide SW Asia has been awarded the complete creative communications mandate for Halonix Technolgies’ consumer lighting business in a multi-agency pitch.
A known name in the lighting sector, Halonix has emerged as one of the largest manufacturers of compact fluorescent lamp (CFL), LED and Halogen lamps, suitable for commercial as well as residential establishments. This aggressive consumer lighting marketing strategy is aimed at achieving a lead position for brand Halonix in the consumer lighting segment.
Confirming the win, Cheil Worldwide SW Asia COO Hari Krishnan said, “These are exciting times at Cheil India. Given our strong, digital, retail, visual merchandising and shopper marketing arms, the move is to integrate so that the sum of our parts is greater than the whole. Building the brand Halonix will provide us with yet another opportunity to showcase our ‘Unavoidably Integrated‘ promise.”
Commenting on Cheil’s appointment as Halonix’s communication partner, Halonix Technologies COO Rakesh Zutshi said, “Cheil’s understanding and strategy for Halonix consumer lighting clearly echoed the next level rationale required for consumer engagement and we are looking forward to illuminating times in our partnership with Cheil.”
CrystalEyes founder and executive director Amar Wadhwa (who manage marketing for Halonix Technologies) said, “Cheil’s integrated expertise and understanding that a consumer lighting brand will be built not just through advertising but through the deployment of the idea through a plethora of relevant touchpoints is what won them the business.”
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.
