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CNN International unveils tourism advertorials to promote India
MUMBAI: More vacationers are likely to choose to wile away their holidays in India rather than other popular tourist countries. CNN International, in an initiative to promote India all around the world in association with the India’s ministry of tourism (MOT), has produced a series of six 60/45/30-seconds advertorials.
CNNI had commissioned Bang Productions Singapore Pte Ltd to produce the series for MOT. The six films, which was unveiled at overseas marketing meet organised by MOT in the Delhi earlier. The vignettes are now being aired on CNN International on a world-wide basis, which kicked off on 22 September and will run uptill March 2007.
India’s travel and tourism market has been valued at US$42 billion in 2005. The vignettes are based on six pillars that include health, modern Art, Golfing Holidays, Hip Hotels, Fashion & Shopping and Heritage in India. The current promotion has more clearly defined these pillars which are in keeping with the viewing audience of CNN International.
The objective of the campaign is to increase the flow of tourists into India from September till end February-early March. The produced advertorials will be running alongside the Incredible India commercial, produced by Bharat Bala Production, according to an official release.
Turner South Asia advertising sales VP Monica Tata said, “India has a lot to offer to the world and through these brilliantly shot six vignettes, we hoped to capture the true essence of a ‘new age India’. We believe that these series of vignettes focus on India as a modern, upmarket, contemporary and unique place. CNN International believes in partnering with clients to offer them the solutions they need across the world.”
“This is in response to the long standing relationship that CNN enjoys with the Ministry of Tourism in India. The ministry has been using CNN to promote Indian tourism globally. The six advertorials are a reflection of the different facets of Indian tourism,” Tata further added.
All the segments have been shot on film and not on Digi-beta or video. The vignettes are based on six pillars and they include:
Health: This segment is hosted by Deepak Chopra MD, acknowledged as one of the world’s greatest leaders in the field of mind body medicine. Deepak Chopra carries the film beautifully from the prayers being offered at the Ghats (shore) of Rishikesh to the Oberoi Wildflower Hall spa (one of the world’s best) ayurveda, meditation and yoga resorts. India is whole – it is holy and it is healing. The vignette depicts the spiritual side of Incredible India.
Modern Art: This segment has been hosted by the international photographer, Frederic Lagrange from New York. The film was shot at various locations in Delhi, including the National Gallery of Modern Art, Garhi Artists Studio and Jantar Mantar. The film also has shots of famous Indian artist, Anjolie Ela Menon. Frederic talks about art and how it is omnipresent in India, on the streets, through movie hoardings, in galleries, through canvases of famous Indian artistes etc.
Golfing Holidays: This vignette has been hosted by India’s top professional golfer, Jeev Milka Singh – the current winner of the China Open Golf Championship, and was filmed at Delhi Golf Club, the DLF Golf and Country Club in Gurgaon to promote ‘Golf Tourism’ in India. It has some beautiful shots of the monuments at the Delhi Golf course, one of the only golf courses in Asia meandering through ancient monuments.
Hip Hotels: This advertorial was shot at the Lake Palace Hotel and Devigarh Fort Palace in Udaipur, and it was hosted by renowned investment guru and author – Dr Mark Mobius from Franklin Templeton Investments. Both hotels have earned a reputation to be one of the world’s best.
Fashion & Shopping: This advertorial was hosted by the US supermodel and actress, Saira Mohan. The segment was shot in Delhi during the India Fashion week, showcasing Indian designers like Tarun Tahiliani, the depth and vision of Indian fashion, jewellery & handicrafts and other fashion/shopping locations around Delhi.
Heritage: This segment was hosted by the renowned Indian Sufi singer, Zila Khan, daughter of late Ustad Vilayat Khan. The film was shot at Taj Mahal in Agra, Fatehpur Sikri, a city made by emperor, Akbar in the late 15th and early 16th century and Agra Fort.
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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.
