MAM
Dentsu Webchutney launches #EqualsInLove for platinum days of love
MUMBAI: To set the mood for this Valentine’s Day, Platinum Day of Love, a flagship programme of PGI India, has launched #EqualsInLove campaign, a collection of films that celebrate couples who meet each other halfway. The films are conceptualized and executed by Dentsu Webchutney, the digital agency from Dentsu Aegis Network.
The campaign is fronted by a collection of films that beautifully & meaningfully expressed this emerging resolve between couples, to meet each other half way. From equally splitting the rent of a new home – something typically thought of as a man’s duty – to a man deciding that he wants to be a stay-at-home-husband, these films showcase how truly rewarding & liberating it can be to have an equal partner in each other. Making the love they share rare.
The month of February sets the mood for love, wherein couples seek ways & means to re-live and celebrate their love in a unique and memorable way. The campaign elevates this occasion for couples & asks them to celebrate their rare equal love with #EqualsInLove Platinum Love Bands. From identical motifs to complimentary designs, each pair of Platinum Love Bands is crafted to tell the story of love that’s rare & built on equality.
Sujala Martis, Director Consumer Marketing, Platinum Guild International said, “If left to its own, the conversation around love & relationships during this time of the year can get very sugary & mushy. As a brand, we stand for a certain level of maturity & wanted to approach this conversation from a slightly higher order lens. Modern couples do not look at themselves through gender defined roles & responsibilities…equality is a very valid & important value amidst them. It’s part of what can make the love you share rare.”
Making it sweeter, couples are also given the chance to win a romantic trip for two to one of six exotic destinations, on purchase of Platinum Love Bands.
Pravin Sutar, Executive Creative Director, Dentsu Webchutney commented, “The topic of equality is one that’s extremely relevant in today’s environment. We wanted to add a unique perspective to it with the themes and nuances our films bring to life. Each film strikes upon a powerful way in which couples meet each other halfway to form a rare, unmatched bond.”
Aalap Desai, Senior Creative Director, Dentsu Webchutney added, “We wanted to not just celebrate couples who match each other as equals, but to challenge the status quo with our four films. Each film overturns traditional roles, becoming a source of aspiration for young couples who’re about to set out on their journey of love.”
The campaign runs between 1st and 21st February.
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.
