MAM
Gruhas and Collective Artists Network join forces to invest in India’s young entrepreneurs in the consumer space
Mumbai: Nikhil Kamath – Abhijeet Pai, founders of Gruhas, and the Collective Artists Network led by founder and group CEO Vijay Subramaniam forge a partnership to invest in supporting and empowering young entrepreneurs and start-ups in the consumer sector through a fund. This strategic collaboration will enable the growth of India’s consumer economy, fostering innovation and financial enablement.
This association marks the first-ever convergence of media, entertainment, and venture capital in India. As pioneers in their respective industries, Gruhas and the Collective Artists Network are committed to fostering innovation and driving economic development in India. By leveraging their combined resources and networks, this partnership aims to provide aspiring young leaders with a unique springboard to launch their innovative ideas and redefine the Indian business landscape.
One of India’s most successful investors/entrepreneurs, Kamath, is a visionary with a proven track record of success in the business and finance world. Pai on the other hand is a second-generation industrialist, a new age investor and entrepreneur who has successfully backed over 25 start-ups & three funds since 2014.
As co-founders of Gruhas, a company that harnesses innovation and entrepreneurship by partnering with remarkable individuals to build global companies, Kamath and Pai both bring a wealth of experience and expertise to this partnership.
India’s only marketplace for popular culture and an integrated creative community, The Collective Artists Network, led by Subramaniam through their extensive network and resources, has played a pivotal role in nurturing India’s largest celebrity and creator economy and amplifying the voices of talent across the country.
This partnership represents a memorandum of understanding and intent between Gruhas and the Collective Artists Network. By combining their networks and resources, the two units are poised to revolutionize the Indian business landscape, empowering the next generation of entrepreneurs and driving the growth of the consumer products and technology sector. This initiative reflects their shared commitment to fostering innovation, collaboration, and economic development.
This alliance represents a turning point in India’s entrepreneurial spirit, showcasing the transformative potential of collaboration. As the world eagerly watches, Gruhas and the Collective Artists Network are set to ignite a wave of innovation, trailblazing startups, and groundbreaking ideas.
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.
