MAM
Likee collaborates with Salman Khan Films as Digital Partner for Dabangg 3
MUMBAI: Likee, the pioneering global short video creation platform from Singapore based BIGO Technology has partnered with Salman Khan Films (SKF) to promote Dabangg 3 as the film's Digital Partner. Dabangg 3 is one of the much-awaited movies by Salman Khan Fans, and it is expected to break box office records. Likee users have a tremendous opportunity to interact with Salman Khan and Sonakshi Sinha and support the lead actors by participating in Likee's #HudHudDabanggChallenge, via the official SKF Likee account and also through their other social profiles.
Dabangg 3 is set to hit cinema halls on December 20, 2019, and will be released in four Indian languages – Hindi, Tamil, Telugu, and Kannada. Film's title track and hit music video 'Hud Hud Dabangg' was released on November 14. To participate, users need to create dynamic dance videos and lip-sync videos with the newly released title track.
As part of the campaign, the debutante ‘Saiee Manjrekar’ will also collaborate with the top five Likee users to create entertaining videos.
Salman Khan Films Marketing Head Aparna Desai said "It is great to have Likee App on board as the digital partner for Dabangg 3. Likee is known to create interesting magic effects and stickers and they are creating something really cool for Dabangg 3 as well that will let the audience feel connected to the film. We also received a great response to the #HudHudDabanggChallenge on the Likee App and people have been sharing some innovative videos.”
As a leading short video platform, Likee will expand the horizons for SKF team to connect with their target audience and magnify the excitement around the movie among the young movie enthusiasts. Such Collaborations are in line with Likee’s aim of providing valuable content to the Indian youth, who connect deeply with Bollywood movies and actors.
Likee is available in different Indian languages like Hindi, Tamil, Marathi, Telugu, Gujarati, Bengali, Kannada, Malayalam and Punjabi. In 2019, Likee had also won the Guinness World Record for creating the 'Largest online video album of people waving a flag in India' during its 'No matter where I am, #IAMINDIAN' campaign. The campaign saw more than 1 lac Indians participating in celebrating India's 73rd Independence Day.
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.
