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Goafest 2017: Carat chief strategist observes data’s great tool, but gut feeling critical
GOA: As the upside-down slide indicated and exhorted — “see things differently” — Carat global chief strategy officer Sanjay Nazeralli, on Friday, went on to explain why it was important so, and to also focus on the changing perspective, setting the tone for the day.
“We can’t carry on doing what we have been doing in the past decade. We have to change our perspective on four things — globalisation, convergence, data and innovation,” said Nazeralli, adding that data had indeed helped strategists to get close to the consumers.
Pointing out that today cross-border e-commerce was worth around ‘USD 25 billion’ representing 10 per cent of total e-commerce, Nazeralli said that, by 2020, it is expected to represent 30 per cent of e-commerce in the world.
He also spoke about the “transformation” from physical goods to data and information (age of design), highlighting the emphasis on transformation from “capital-intensive to knowledge-intensive culture” and how the digital revolution had impacted the education market (connected education realm is expected to be worth USD 450 billion by 2020).
He was quick to point out that businesses based on transferring knowledge were “winning over” businesses transferring physical products.
“17.8, 15.1, 13.7, 10.8 and 9.3. It shows that the numbers are consistently going down and that is the rate of growth of spend in digital advertising. Convergence is changing (everything). India is now going faster than Google,” Nazeralli said, explaining how digital was no longer a screen one goes to, but is omni-present — “it’s everywhere”. He added: “There’s a reverse takeover of life by digital. The dish of the day is data, and this marks the return of marketing.”
According to Nazeralli, data was the most powerful tool, but it is needed to be seen differently. “We grew up writing copies, not code. Why it (data) does makes us feel down and creatively handcuffed?” he asked.
Holding forth on innovation, he said that there was a difference between doing things differently and doing things different, and concluded his session with the message: There’s a huge difference between what is true and the truth. And sometimes, gut is more powerful than data.
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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.
