MAM
Kulkarni exits Natural Diamond Council after six-year sparkle
MUMBAI: Aparna Kulkarni, a marketing heavyweight with a glittering CV, has hung up her diamond-studded boots at the Natural Diamond Council, after a six-and-a-half-year stint. She’s leaving behind a legacy of celebrity-fuelled campaigns and a digital strategy that, one might say, was rather brilliant.
Kulkarni, who previously cut her teeth at media giants like Star India and Times Network, joined the Diamond Council in 2018, tasked with building their Indian consumer marketing strategy. She’s credited with transforming the brand’s digital presence, turning it into a “content publishing platform” – a fancy way of saying she made diamonds look good online.
Her tenure saw a focus on “luxury content creation,” celebrity endorsements, and a PR blitz to polish the diamond narrative. She also dipped her hands deep into the nitty-gritty of performance marketing, tracking digital metrics and strategising annual social media plans. No mere baubles, then, but hard graft.
“It felt like home,” Kulkarni said of her time at the council, adding that she’s “equally excited about what’s next.”
She offered a heartfelt thanks to colleagues, and a cheeky “may the diamond prices keep going north!”
One imagines a few champagne flutes were raised.
Her departure leaves a vacancy for a marketing director who can maintain the brand’s digital sparkle and keep the celebrity endorsements shining. The diamond industry, it seems, just lost one of its brightest facets.
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.
