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Infectious Advertising appoints Abrar Nakhuda as head of digital
MUMBAI: Infectious Advertising is gearing up for a digital shake-up, appointing Abrar Nakhuda as head of digital to spearhead innovation and strategy in an ever-evolving landscape. With a track record of crafting impactful brand narratives and data-driven campaigns, Nakhuda is set to lead the agency’s approach to AI-powered marketing, influencer engagement, and content storytelling.
Speaking on his new role, Nakhuda shared, “My focus will be on elevating our clients’ digital presence, integrating the latest digital trends, and ensuring synergy between brands and platforms. From AI-driven workflows to influencer marketing and content innovation, we aim to push creative boundaries and set new industry benchmarks.”
Infectious Advertising co-founders and directors Nisha Singhania and Ramanuj Shastry said, “Abrar’s expertise and energy bring a fresh perspective to our digital division. His vision will help us strengthen our approach and create groundbreaking digital campaigns.”
Bringing years of experience from Digit 9.0, Every Media Technologies, Culture Machine, and Viral Fission, Nakhuda has led successful digital initiatives for NBA, Star India, Pepsi, and Amazon, helping brands build strong online communities and content IPs that resonate with audiences. His expertise lies in merging data insights with creative storytelling, a formula that has delivered measurable impact across industries.
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.
