MAM
FoxyMoron wins digital mandate for A.O. Smith
MUMBAI: A.O. Smith has awarded its mandate to digital marketing solutions agency, FoxyMoron. Additionally, the agency will also be contributing towards all above the line marketing activities for the brand. The digital mandate will be handled by the agency's Bangalore office set up in 2015.
The mandate entails building the brand's social presence through strategic planning and innovative solutions that will increase market penetration and consumer engagement. FoxyMoron will be involved in the overall strategy including influencer strategy, content creation, design and media planning across all social media platforms, as well as SEO and website development. The agency will work towards building brand awareness, product affinity with a collaborative strategy focusing around engaging digital content.
FoxyMoron business head-south Kartik Hariharan said, “It is a proud moment for us to win the mandate of a brand like A.O Smith, a global brand and market leader. This is a category first for us and we look forward to learning and delivering impactful campaigns that align with the brand's global vision.”
FoxyMoron co-founder Pratik Gupta added, "We're stoked to be associated with A.O. Smith. This is a mega-win for us and a category first at FoxyMoron. What is even more exciting is that we are responsible for the full funnel communication and media strategies for A.O. Smith. We're looking forward to working with the team and doing great work together."
Earlier this month, the brand kicked off its first campaign, #AOSmithCares, celebrating acts of kindness. A.O Smith made a donation of INR 500 towards the PM CARES Fund, for each story shared by people about their own acts of kindness during the lockdown. The campaign was received positively with over 500 responses, helping the brand raise Rs 2.5 lakh for the PM CARES Fund.
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.
