MAM
Daawat stirs the pot as ‘Rice Your Awareness’ takes India by storm
MUMBAI: India is having a rice renaissance, and Daawat wants you to take the first bite. LT Foods, the global FMCG major behind Daawat, has launched ‘Rice Your Awareness’, a four-week nationwide initiative urging Indians to rethink everything they assume about rice starting with a month-long challenge that’s already turning into a social media movement.
At the heart of the campaign lies #OnlyRiceNovember, a conscious-consumption challenge that encourages people to commit to mindful eating by exploring Basmati’s nutritional benefits. Participants who sign up through Daawat’s dedicated portal get access to expert-curated meal plans crafted by leading nutritionists, aimed at showcasing how rice can fuel energy, support gut health, and boost overall well-being without the myths that often surround it.
The movement has struck a surprisingly emotional chord. On the very day the challenge launched, over 10,000 people signed up, turning what began as a nutrition-forward experiment into a fast-growing community moment. Users earn digital achievement badges, track their progress, and share daily updates transforming mindful eating into a shared lifestyle shift.
More than 500 nutrition-focused influencers and popular fitness creators have jumped on the challenge, amplifying the conversation across platforms. Actor Neha Dhupia was among the first to take the pledge, nudging fans to ditch the guilt and embrace rice with awareness, not apprehension.
LT Foods CEO for India business & Far East Ritesh Arora said the movement is overdue, “It’s time to celebrate the truth about rice, especially Basmati. A staple that has nourished generations continues to be central to balanced, healthy living. ‘Rice Your Awareness’ is more than an initiative, it’s a movement.”
Daawat chief marketing officer K. Ganapathy Subramaniam added that has long championed meaningful food conversations, “From World Biryani Day to product innovations, Daawat has led the way. This initiative brings together experts and consumers to highlight Basmati’s nutritional relevance in everyday well-being.”
India’s food culture is in the middle of a strange identity crisis, one where rice is often unfairly villainised, despite its millennia-long role in nourishment. LT Foods uses this moment to counter misinformation with science-backed guidance, personalised meal plans and a nationwide chorus of wellness voices.
And the approach is working. What began as a pledge is becoming a month-long cultural movement, one that reframes rice not as a dietary compromise, but as a wholesome, versatile, modern-day staple especially when eaten mindfully.
With thousands still joining the challenge, #OnlyRiceNovember is shaping up to be a deliciously disruptive celebration of India’s most-loved grain.
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.
