MAM
Coca-Cola’s new campaign builds on bonding in mealtimes
Mumbai: Coca-Cola India has launched a new integrated marketing campaign ‘Coca-Cola and Meals‘ which is built on the values of “togetherness” and “bonding” over mealtimes with family and friends.
The theme of the campaign is ‘Saath Khao, Khushiyaan Badhao‘. The new theme seeks to reignite the magic around mealtimes by celebrating the world of happiness around the dining table.
Coca-Cola India and South West Asia vice president – marketing Anupama Ahluwalia said, “Today‘s fast lives are stealing away what could be moments of bonding and togetherness; through the ‘Coca-Cola and Meals campaign‘ we are urging consumers to bring togetherness to the meal occasion which seems to fast disappearing due to modern day pressures.”
The campaign will be further amplified by association with chef Sanjeev Kapoor. He will propagate Brand Coca-Cola‘s message by inspiring consumers to bond and connect during meals and immerse themselves in those moments of togetherness with their families and friends.
Along with the mass-media campaign, Coca-Cola will also engage with consumers through an on-ground activation across key markets. Kapoor will invite recipes from consumers and final nine winners will get to be a part of a TV show with Kapoor. Additionally, Kapoor and his chefs will engage in a live cook-off in three cities.
Coca-Cola will also be rolling out a campus programme based on the premise of ‘happiness strike where you‘d least expect it‘.
According to the company, this activation will involve mom‘s paying a surprise visit to certain campuses and cooking for the students. Coca-Cola will also capture the “fun” and “togetherness” moments experienced by consumers, at restaurants by introducing a “Happiness Camera” that will click photos of them sharing a meal with their family, encouraging consumers to eat together and increase happiness.
These on-ground initiatives will be supported and complemented by a digital campaign.
The television commercial which is being rolled out has been scripted by Prasoon Joshi and his creative team at McCann Erickson Delhi. It has been directed by Ram Madhvani of Equinox film while Shantanu Moitra is the music composer of the film.
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.
