MAM
CEAT Tyre launches its new TVC
MUMBAI: Safety is the key word for them who love driving in wet conditions especially for the rider who needs a good grip on the road in rains, safety is of utmost importance to the rider and ‘CEAT all season tyres provide him with it‘.
The TV commercial is created by Ogilvy Mumbai.
CEAT ED – Operations Arnab Banerjee said, “This is the first time that we are trying this technique, which will approximate a real view as seen by a biker on the road. We have a fantastic all season tyre which is excellent for wet conditions. We know how Indian roads are – there is absolutely no road sense. It‘s important to keep ourselves and everyone safe on the road during the monsoons, which is why the ‘CEAT all season tyre‘ is great. We never had a wet condition film. This is the first time we are doing such a thing and we are sure it will give our customers an additional assurance that they are safe on Indian roads even in wet conditions.”
“We have focused on superior grip which is a major product benefit to the customer and therefore offer safety as a key consumer benefit; in this communication also you will see superior grip in wet conditions and how one can be monsoon smart using CEAT Tyres,” he added.
“The communication is not limited only to a TVC. This time CEAT is launching a first-of-its-kind property called ‘CEAT monsoon smart‘,” added Tiwari.
Talking about the TVC, Ogilvy Mumbai ECD Anup Chitnis said, “This is a new offering from CEAT and we therefore wanted to enhance what actually happens in rainy seasons, where the biker needs a good grip on the road. It‘s slippery and bikes try to avoid pot holes, so we thought it would be beautiful to show what the biker actually goes through and what he faces. Hence we came up with a script that shows the point of view of the biker in real conditions.”
The commercial starts with the normal tyer‘s user who meets with an accident because of the tyer‘s bad grip in monsoon and then the ad showcases a CEAT Tyer user who has a ‘superior‘ wet grip.
The brand will take the help of on-ground activation such as a Tyre Check-up Camp, a demo tool to showcase the wet grip Tyre and its benefits, and dealer level activation. The idea will also be extended to the digital medium extensively.
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.
