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LG starts World Record campaign with India
MUMBAI: Consumer electronics manufacturer LG India has launched the first phase of its global ‘World Record Campaign‘ in India. The campaign aims to celebrate the brand‘s focus on product excellence and innovation since its inception 54 years back.
India is the first destination on the brand‘s global map where the campaign has been rolled out. It makes use of traditional advertising, marketing, public relations, employee communication and a full-fledged digital campaign. The LG Brand Shops are being used as platforms for traditional communications and in-shop placement of World Record point-of-sale signage which give product information to shoppers about LG brand and products.
The brand is also using the social media innovation route to better communicate the World Record characteristics of LG‘s hero models. It has invented the character of the World Record (WR) Man to play the brand ambassador and engage audiences on social network sites such as Facebook and Twitter.
The character will communicate LG‘s focus on technology and innovation in various product categories by highlighting LG technology that is either the world‘s first or the best. Interactive online sessions with WR Man will also play a part in the campaign.
LG India MD Soon Kwon said, “This campaign is an extension of our effort to highlight style, technology and design of our consumer electronics and appliance products. For instance, LG introduced the world‘s first and most advanced home entertainment technology in film-patterned retarder, or FPR, in our 3D TVs. LG refrigerators feature another proprietary technology, Health Guard™, to eliminate 99.99 percent of the bacteria found in other refrigerators. We have a strong product line-up built on the foundation of a half century of world-leading innovation and technology which many consumers don‘t know about. LG has a compelling and interesting story that we felt needed to be told.”
LG India VP marketing Lakshmikant Gupta added, “With the World Record Campaign, we aim to drive loyalty and emphasize unique product features in our flagship products like the CINEMA SCREEN 3D TV and the new Door-in-Door Health Guard Refrigerator. It‘s no longer enough for companies to make and sell useful products,” Mr. Gupta said. “Nowadays, it‘s important to be able to tell audiences what makes our company relevant and how we can improve consumers‘ lives. LG has a great story to tell that I think Indians will enjoy hearing.”
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.
