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Delhi Daredevils to kick off campaign for Champions League Twenty20 on 9 October
MUMBAI: With the fourth edition of the champions Twenty20 League not taking place in India, IPL franchises are limited in terms of activities that they can do to build awareness. They need to be smart and tactical.
A case in point is Delhi Daredevils. The franchise is focusing heavily on social media and is also using radio. Its campaign kicks off on 9 October. Television for them is covered as ESPN Star Sports is aggressively promoting the event across their channels.
Delhi Daredevils head marketing commercial operations Hemant Dua said, “The theme of the campaign is Kaan Phaad De. Basically scream so loud for your team that you pierce the ears. The theme which has been developed keeping fans in mind has originated from the Delhi lifestyle, wherein the general behavior is to be loud (basically in style, speaking, cars, houses, etc). We are capturing the same thought, wherein Delhi Daredevils fans will be challenging the other team fans by being loud in their support compared to other teams. Radio stations Fever and Radio One 93.5 are being used”..
The franchise is creating Youtube films which shall be on similar nature asking fans to conserve their energies for the loudest cheer and only do same when their team plays. “We will also be hosting and encouraging fans to come and cheer for Delhi Daredevils at Underdogs a sports bar at their two outlets. There will be special offers for fans there.”
In terms of activities in South Africa, the franchise will be focusing on merchandise sales, which it shall do through a local vendor at stadiums and thru online portal of theirs. “We will have packaged offers for DD merchandise. We do see a scope and thus are making a humble attempt to see how far we can go for future activities in that market.”
In terms of sponsorship deals, he says a new deal has been done with Raindrop Rice. The company will have a presence on the back of the helmet. Asked about the ratings of the event which have not been up to the mark so far Dua expects this year to be better as ESS is putting more effort.
“The four IPL teams are getting good exposure. The ongoing World Cup is being used effectively as a platform. Ajay Devgan has been roped in. While India is our home base, South Africa gives us the opportunity to create a new fan base.”
Asked whether an overdose of cricket is an issue Dua notes that different forms of cricket are being played. “You have three formats of the game. You also have club versus club in addition to country versus country. IO think that there is enough of an appetite.”
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.
