MAM
How virtual sales across categories improved during Covid-2019
NEW DELHI: The online sales of jewellery, used cars, and furniture segment witnessed a huge spike in terms of traffic and sales during the lockdown period, representatives from some of the most popular brands claimed in a recent panel discussion on enhancing the virtual shopping experience in the new normal, organised by AnimationXpress.com. They are also hyped about the festive season improving their sales further.
Godrej Interio SVP (B2C) Subodh Mehta said that after a slow first quarter, the brand observed an unexpected surge in virtual footfall. “In earlier days, we saw five times the demand for work-from-home furniture. People have started visiting the online stores much more and I am expecting it will only grow in the festive season. There already has been a 20 per cent uptick in sales and I am hoping November will be even better.”
He added that all retailers are now trying to improve the experience on their online platforms and promotions for Godrej Interio have mostly moved to digital. “We relied on a lot of local-digital content. We have generated a tremendous amount of leads from local geo-targeting.”
Hometown CMO Medha Tawde also agreed with Mehta and claimed that integrating their shopping channels has helped the company improve its sales. “Categories like work-from-home and storage did pretty well during the lockdown period. We grew 2-3 times in the former category. Additionally, our online ticket size has increased, clocking a 5x increase in online sales.”
De Beers India MD Sachin Jain, however, noted while there was a “dramatic dip” in diamond sales in the tier-1 markets, they saw a jump in the tier-2 and tier-3 sectors.
The speakers attributed this growth to the merging of their virtual and physical shopping experiences. Tools like video calling, virtual store walk-ins, etc have made customer conversions easier.
Carwale SVP (used cars) Abhishek Patodia highlighted that most consumers today do their research online, and when they walk into the store, they know exactly what they want.
He said, “People want to know everything about a car before they buy it and therefore the video option on our platforms is a big hit. We have witnessed a 50-70 per cent growth in our traffic in the past three months, as compared to the same period last year. Also, as the category requires a lot of involved purchases with several people having a say in the decision, the digital presence augments the shopping experience.”
Caratlane co-founder and online head Avnish Anand shared a similar view, noting that 90 per cent of the purchases in the jewellery segment still remain assisted and that’s why providing experience through technology helps the sector grow.
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.
