MAM
HSBC turns superstition into smart investing
New digital film flips superstition into smart investing wisdom with Multi Cap magic.
MUMBAI: Superstition says three’s a crowd HSBC Mutual Fund just proved three can be the ultimate power trio. In a fresh digital campaign titled “Teen Tigda Kaam Tagda”, the fund house has taken the age-old Hindi saying “Teen tigda kaam bigda” (three spoils the work) and cheekily turned it on its head. The humorous film follows everyman Ramesh, who lives in mortal fear of the number three: he hands away the third paratha at breakfast, dodges being the third person in the lift, and flat-out refuses to share a three-wheeler with colleagues.
But when it comes to investing, the story flips. Ramesh discovers that three is actually the secret sauce, specifically, the three market segments (large-cap, mid-cap and small-cap) that HSBC Multi Cap Fund combines in one portfolio. The punchline lands with a sunny rewrite, “Teen Tigda Kaam Tagda” meaning three, done right, makes things stronger.
The spot uses gentle, self-aware humour to nod respectfully at cultural beliefs while nudging viewers towards a rational rethink. It never mocks the superstition; instead it invites people to apply the same logic differently when planning their money.
HSBC Mutual Fund chief business officer Ankur Thakore explained the thinking, “We wanted to take a familiar belief and show how the power of three can actually work brilliantly in investors’ favour. Multi Cap funds give balanced exposure across large, mid and small caps, aiming for long-term growth with smart diversification.”
Key elements that make the campaign click:
Relatable everyday scenes that anyone can recognise
Zero ridicule, it honours the belief before reframing it
Clear spotlight on how large + mid + small cap exposure can balance risk and capture broader market opportunities
A simple, optimistic close that leaves viewers smiling
The film is already rolling out across digital platforms, with plans to extend into print and outdoor media.
In a world where people still avoid the third person in a lift, HSBC has found a playful way to say: sometimes three isn’t trouble, sometimes three is exactly what your portfolio needs.
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.
