MAM
Joseph George elevated to Lowe Lintas India CEO
MUMBAI: Lowe + Partners confirmed today the promotion of Lowe Lintas India’s Deputy CEO, Joseph George, to chief executive officer, Lowe Lintas India. He will continue to be based in Mumbai, and he will succeed Charles Cadell effective from 3 January.
Says Lowe + Partners CEO Michael Wall, “During Charles’ tenure, Lowe Lintas has both grown and evolved into a modern and dynamic business. I am very thankful and appreciative of his contributions. I am certain that Joe is best placed to take on the leadership of Lowe Lintas in this exciting and important market. Joe has been an integral part of Lowe Lintas for the past 19 years. He has a rare combination of business acumen, marketing savvy and creative judgment. I look forward to partnering with him and together realizing even greater ambitions for the company and our clients.”
Says Lowe Lintas India chief creative officer and Chairman R Balki, “Joe’s contribution and pivotal role in having enabled the company in achieving the tremendous success it has achieved on many of its clients, most notably Unilever, uniquely qualifies him for this new role and responsibility. This promotion is demonstrative of the organization‘s appreciation of his past performance and trust in his abilities to take Lowe Lintas forward with his vision and leadership.”
Lowe Lintas is a wholly owned subsidiary of the Interpublic Group, and one of the star offices in the Lowe + Partners network. Besides advertising, Lowe Lintas India offers its clients, holistic marketing services that include Public Relations, Corporate Identity and Design, Digital Solutions, Direct Marketing and CRM, Rural Marketing, Branded Content, Health Care and Film Production.
Lowe Lintas India‘s client portfolio includes both long standing relationships with companies such as Hindustan Unilever, Idea Cellular, Tata Tea, Johnson & Johnson, Dabur, Bajaj Auto, ICICI Life Insurance, BPCL, Axis Bank, Britannia, Maruti Suzuki, Titan, Tanishq, MRF and new successful partnerships with Havells, Micromax, ET Now, Tata Croma, Hindustan Times and Axis Bank.
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.
