MAM
DDB MudraMax & Sugar Free Natura urges people, Khushiyan gino, Calories nahi
Mumbai: Zydus Wellness has launched a campaign ‘Khushiyan gino, Calories nahi’ for its product Sugar Free Natura with its brand ambassador celebrity chef Sanjeev Kapoor
Commenting on this, Zydus Wellness MD Elkana Ezekiel said, “Festivals should always be a reason to celebrate, not worry about how many sweets you are eating. It is this insight on which we feel Sugar Free Natura plays a big role. It provides a healthier alternative during festivals without compromising on celebrating with your family. Sugar Free Natura, a zero calorie sweetener from the Sugar Free stable has been the No.1 in this category for many years.”
The campaign is done by DDBMudraMax, starting with the print ad. The team has also created a microsite – promoted across print and on-ground events along with banner ads across various portals and social media.
DDB MudraMax team will run on-ground promotions across 7 cities in 9 malls.
Commenting on this, DDB MudraMax associate vice president Alvin D’souza said, “A combination of interesting festive content along with use of new age media worked as a success mantra for the campaign. This integrated campaign helped in reaching out to the consumer not only on ground and on web but also in their own space on their mobile phone. We are delighted to extend our integrated media services to Sugar Free from Zydus Wellness. So this season truely Khushiyan gino, Calories nahi.”
Adding to this, DDB MudraMax president Mandeep Malhotra said, “We are proud to partner with Sugar Free. The idea is really appealing to have sweet without the calories. Loved the joy it spread in the health conscious sweet tooth people.”
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.
