MAM
Mahindra Urges People to #CutTheCrapwith its new campaign
Mumbai: The Mahindra Group reinforced its long-term commitment towards the Environment through the launch of a new campaign that builds a case for waste management. Social listening revealed Environment to be among the top three concerns for millennials. More specifically, inadequate waste management and the damage from single use plastic usage emerged as the biggest worries. These key insights drove the Mahindra Group to launch its new #CutTheCrap campaign.
The campaign has been launched with afilmthat goes live today. Itequates the problemscaused by single use plastic bags to weapons of mass destruction. The film shows that a non-recyclable plastic bagchokes and clogs our oceans and landfills, and has very detrimental consequencesfor the environmentnow and over the long term.
A part of the#RiseForGood communication series, #CutTheCrap aims to alert viewers about the damaging effects of plastic and other forms of non-recyclable wasteand exhorts them to inculcate smart waste management practices. In the past, Mahindra has brought attention to social issues like girl child education and deforestation as part of the series.
Highlighting the purpose behindthis new campaign, Vivek Nayer, Chief Marketing Officer, Group Corporate Brand, Mahindra & Mahindra Ltd. said – “Through our new #CutTheCrap campaign, we are putting our Rise For Good philosophy into action to bring about greater environmental awareness and societal change. We have consistently focused on bringing issues concerning the environment to the fore, and waste management is a crucial topic within this. Our aim is not only to sensitize people but to also enable them towards behaviour change.”
Robby Mathew, Chief Creative Officer, FCB Interface said, "The idea was to help the viewer see the harmless looking plastic bag from a whole new perspective. By equating it with some of the deadliest weapons known to mankind, we drew attention to the looming threat that is already upon us. And who better than Mahindra, with their track record of relentlessly focusing on waste management, to take this message to the world."
This 360-degree campaign includespromotion across digital and social media, supported by select television and print media. Digital teasers have gone live ahead of today’s launch. The campaign will also include creatives to enable people to reduce, reuse and recyclewaste, combined with celebrating change makers. The campaign will also include content-based engagements to highlight the significant waste management efforts at Mahindra Group companies which are setting new industry benchmarks. To enable people to take action on the ground in the area of waste management, the company has identified and associated with specialized NGOs, log on to http://bit.ly/SiteCutTheCrapfor more details
In fact, 2019 marks a decade of commitment to the cause of Sustainability by the Mahindra Group. Some noteworthy milestones include:
– 1.4 lac tonnes of waste was reused, composted and recycled in 2018, which accounts for 80% of the total waste being generated
– Last year, Mahindra had 5 out of only 7 Zero-Waste-to-Landfill (ZWL) factories in the world with >99% diversion of waste (certified by Intertek). Today we have 9 ZWL plants, 1 Research Facility (MRV, Chennai) and 1 Club Mahindra Resort (Virajpet), with many more on the way.
– Additionally, the Bio CNG facility in Mahindra World City, Chennai is converting 100% of wet waste to power run CNG and vehicles within the city
– CERO, a JV between Mahindra Accelo and the Metal Scrap TradeCorporation Limited (MSTC) is India’s first authorized vehicle recycling facility that is focused on safely disposing of cars at the end of their lifecycle.
– Mahindra employees have disposed of single use plastic responsibly by being part of the Group's plastic disposal drive (2100 kgs so far in 2019, 1,700 kgs in 2018).
– Mahindra employees participate in periodic clean-up drives held across the country, covering public areas such as railway stations, beaches, schools, etc.
– Tech Mahindra has stopped using plastic bottles in all its campuses across the world and the remaining Mahindra group companies are doing the same
– Plastic in packaging is steadily being reduced and the proportion of recycled plastic is increasing where there is no alternative to plastic yet
Agency details:
• Chief Creative Officer – Robby Mathew, FCB Interface
• Group Creative Director – Ferzad Variyava, FCB Interface
• Film Production House – Adventure Films
• Director – Alok Kulkarni
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.
