MAM
Eveready forays into confectionery business
MUMBAI: With a view to scale up its fast-moving consumer goods (FMCG) portfolio of products, dry-cell-battery maker Eveready Industries India Ltd (EIIL) is all set to enter the confectionery business with Jollies, its new fruit chew candies.
The move is a part of its diversification plan and the brand will foray into the Rs 9000 crore confectionary segment with the product. Priced at Re 1, Jollies will have higher fruit content and lower sugar content.
EIIL said that the fast-growing fruit chew segment, estimated to be a Rs 400 crore market, will double in the next three to four years and expects to become a significant player in the segment by making the under-penetrated category available across urban and rural India through its distribution network.
EIIL managing director Amritanshu Khaitan said, “The product being launched has a high percentage of natural fruit pulp making it a preferred healthier option to pure sugar candy. Candies are a mass-market product and can be carried in the Eveready vans reaching a million outlets. This brings in a major competitive advantage for us and we believe we can become a major player in the fast-growing confectionery market in the next 3-5 years with only investments required for branding.”
The company has over 400 distributors and 42 distribution centres across India. The company is working on an asset-light model involving outsourcing and believes it can add significant turnover and profitability with an entry into the segment.
EIIL is a manufacturer of dry-cell batteries, flashlights, lighting and packet tea. The company reported 55 per cent revenue from dry cell batteries, 14 per cent from flashlights, 22 per cent from lighting and electrical and 9 per cent from other segments in financial year 2016-17.
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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.
