AD Agencies
Lionel Messi joins Wizcraft’s campaign for Tata Motors
MUMBAI: Wizcraft International Entertainment has joined hands with Tata Motors to create an inspirational experiential marketing campaign called #madeofgreat. The campaign debuted on TV screens on 3 November and was followed by digital and outdoor campaigns, featuring Tata Motors’ first global brand ambassador Lionel Messi in a multi city activation.
Wizcraft International Entertainment VP Sandeep Mehta said, “Tata Motors is the largest Indian automobile manufacturer and Lionel Messi is arguably the best footballer in the world, and their partnership promises to forge a connection between the company and a new generation of consumers. Since this is a grand moment for all of us involved, it was imperative to build a strong campaign to propel this association to newer heights. As part of the #madeofgreat campaign, we have planned an entire array of events and activations that are going to go a long way in building awareness about this campaign. The aim is to reach out to the millions of Tata loyalists and other consumers and spread the key messaging of this association.”
Backed by radio, including RJs on-ground, the objective is to reach out to the millions of Messi fans across India and give them a never before opportunity to connect with the maverick footballer. An augmented reality app has been specially created to allow young and old alike to get a snap clicked with Lionel Messi, along with an opportunity to record a video message on the spot welcoming him to the country. All of this would be a part of the larger digital engagement showcasing the scale and width of the #madeofgreat campaign.
Tata Motors marketing communications and services – head, passenger vehicle business unit Delna Avari added, “We are very excited to have Lionel Messi on board. He is a winner who is trustworthy, reliable, pioneering, simple and is driven by self-belief, which is the core idea of this campaign – ‘What drives us from within is what makes us great.’ Wizcraft as always is committed to push the envelope and we are sure they will perfectly execute this powerful campaign, which will successfully expand our footprint and reach-out to our customers innovatively. Having worked with them in the past, I am sure they will yet again hit new records and support us in our endeavour to excite our customers.”
AD Agencies
Publicis Brazil’s creative chief Mauro Ramalho lands the jury chair at Abby Awards 2026
Mauro Ramalho brings 25 years of global advertising firepower to the new creative commerce, use of data and B2B category at Goafest
GOA: The Abby Awards 2026, powered by The One Club and The One Show, has appointed Mauro Ramalho, chief creative officer of Publicis Brazil, as jury chair for its newly launched creative commerce, use of data and B2B category. The announcement, made on 18 March, signals the awards’ intent to bring serious international muscle to a category that sits squarely at the intersection of creativity and commercial performance.
Ramalho is not a name that needs much introduction in global advertising circles. Over 25 years spanning three countries, he has worked at some of the industry’s most creatively restless addresses. At AKQA in San Francisco, he worked across McDonald’s, Nike, Fox, Target, Kraft Foods and GAP, and helped lead “The Lost Ring” for McDonald’s, one of the first alternate reality campaigns and among the most awarded projects of its era. He later moved to Organic in Toronto, bridging the Detroit and Toronto offices on Dodge, Jeep and Chrysler, before spending over a decade building CUBOCC into one of Brazil’s most iconic and innovative independent agencies, which subsequently joined the IPG network.
A stint at FCB followed, where Ramalho led integrated work bridging online and offline, before he joined R/GA São Paulo as vice-president and executive creative director, stitching together the São Paulo office with New York, London, Portland and California on global clients including Verizon, Google, Meta, Samsung, American Express and Heineken. He now heads Publicis Brazil as its chief creative officer.
His trophy cabinet includes Clios, Effies, TikTok awards and MMA Smarties, and he has served on juries at the Andys, TikTok and the Lisbon Awards.
The Abby Awards 2026 is scheduled to take place at Goafest 2026 on 20, 21 and 22 May in Goa.
For Indian advertising, landing a jury chair of Ramalho’s calibre for a category built around data-driven creativity and commerce is a statement of ambition. Goafest just raised its own bar.
