MAM
LT Foods expands its portfolio, rolls out TVC for rice brand ‘Daawat Sehat’
Mumbai: Consumer food company LT Foods has expanded its product portfolio in the health segment with ‘Daawat Sehat’ – a fortified everyday Basmati rice. To market this product in India, the company on Thursday launched a new TVC in a bid to leverage the brand equity and distribution network of its flagship brand ‘Daawat’.
After the initial launch with a digital campaign across news portals and social media platforms, the brand is now planning to reach a wider audience with this TVC.
Highlighting the brand’s nutritional and health benefits, the TVC showcases how a bowl of ‘Daawat Sehat’ provides the requisite nutrition especially to the kids, who are fussy about eating healthy food. The brand is popularly termed ‘Poshan Waala Chawal’ (Nutritious Rice).
Speaking on the Campaign, LT Foods’ MD & CEO, Ashwani Kumar Arora said, “The Government has been implementing food fortification on a large scale and it has been identified as one of the key strategies to achieve the target of ‘Kuposhan Mukt Bharat (Malnutrition Free India) by 2022’. During recent budget as well, Government has restated the importance of food-fortification through rice, which happens to be one of the key staple-foods of the 65% of the Indian population which reaches the most vulnerable and poorer section through programmes like Mid-Day Meal, Integrated Child Development Services, and Public Distribution System.”
“Keeping in mind the overall agenda of ‘Kuposhan Mukt Bharat (Malnutrition Free India) by 2022’, LT Foods has launched ‘Daawat Sehat’, the fortified everyday Basmati rice which stands for health and nutrition,” he added.
LT Foods’ head – India business, Ritesh Arora added, “Daawat Sehat was launched last year and it was very well received by the consumers who were looking for healthier options during the current times. The campaign that was launched last year on the digital platform talks about the nutritional benefits of fortified rice and how “Daawat Sehat” provides a solution in this regard to keep themselves and their family healthy. The launch of this TVC will tap a larger audience and further strengthen and increase the awareness of Daawat Sehat, the fortified rice.”
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.
