MAM
Emami launches HE face wash campaign conceptualised by WATConsult
MUMBAI: Emami, along with WATConsult, India’s leading and most-awarded digital and social media agency, part of Dentsu Aegis Network, has launched a digital campaign, #HEOntheGo for its latest product, HE Face Wash.
To create intrigue amongst its target audience, HE released a teaser video “The Flying Basin” early this month. The video promoted the idea of the possibility of cleansing one’s face while ‘on the go’. The video showed people booking flying basins through an app to wash their face whenever water was not easily available to them.
The video generated intrigue and interest among consumers and received 2.4 million views and 4300+ shares within first four days of it going live. The video made the consumers wonder whether such a concept could be a reality.
The ‘flying basin’ campaign was followed by the launch of, ‘HE On The Go’ waterless face wash, through an innovative on ground event featuring India’s first waterless booth in Mumbai where people could wash their face on the go. The booth was integrated with Twitter wherein once consumers pressed the button to dispense the Face Wash, an automated tweet was sent from the brand’s handle stating the number of users who have washed their faces using ZERO water. This activity was encapsulated in a video where consumers shared their feedback on the product.
HE Face wash is the first of its kind waterless face wash, it contains aloe vera and minerals from marine extracts and can be used when one is on-the-go, to get cleaner, fresher and brighter skin.
Emami director Harsh V Agarwal said “We are very excited with the introduction of ‘HE On The Go’ Waterless Face Wash, a first in India, from our male grooming brand ‘HE’. We are confident that today’s alpha male, who is constantly on the move, will find this innovative face wash extremely convenient and refreshing. The product has all the attributes to become a constant companion to every Indian man.”
WATConsult founder and CEO Rajiv Dingra said, “For the launch of the first waterless face wash, we decided to use technology like drones in the video as well as a twitter integration for the on ground launch. The response from the consumers has been encouraging and I am sure that they will use the face wash while on the go.”
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.
