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Jet Airways partners with Cineplay for on board entertainment
MUMBAI: When it comes to inflight entertainment, passengers are bound to find more choices than ever before. Jet Airways, in a bid to constantly provide greater value to its guests, has partnered with CinePlay founded by Subodh Maskara and creatively mentored by Nandita Das.
CinePlay is a new genre of cinema, a cinematic experience of the vast and content-rich stories from theatre and was recently named one of the coolest ideas of 2014 by a leading global publication.
This exclusive affiliation will see the presentation of CinePlays, a new genre of Cinema on board the airline starting December 2014.
Beginning the partnership, the CinePlays of Mohan Rakesh’s Adhe Adhure and Nandita Das & Divya Jagdale’s Between the Lines, amongst others, will be made available to Jet Airways passengers exclusively on board.
Speaking about the association, CinePlay CEO and founder, Subodh Maskara says, “This is a one of a kind partnership and we see tremendous value in it. CinePlay presents stories from theatre in a cinematic form and we are positive that passengers on board Jet Airways will truly relish this exclusive experience. We look forward to an ongoing and successful collaboration with Jet Airways as we forge ahead”
Jet Airways CEO Cramer Ball states, “It is our constant endeavour to provide content that is enriching and entertaining to our guests. Further with this novel idea we will be able to bring the joy of theatre to a larger audience who may not be able to find time during on-ground. This partnership comes at an opportune time, allowing holiday travellers to access this one of a kind content. This further bolsters CinePlay’s commitment to ensuring that stories from theatre find greater accessibility and reach.”
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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.
