MAM
Maxperience Partners with Meditration for motorsports safety
Mumbai: Maxperience, an experiential marketing agency, signed a long-term MOU (memorandum of understanding) with Meditration, a medical backup provider, for securing comprehensive medical services for all its events. Maxperience specialises in auto events & motorsports, and Meditration provides specialised medical backup solutions to adventurers and organisations.
Meditration offers a myriad of services, and Maxperience is availing all of them/ a wide range of those, including on-site trained paramedics, ICU care ambulances, emergency assistance, high-altitude assistance, and medication supply. The move comes amidst growing consideration for safety and timely medical attention during adventure events, among the larger industry. Further, it resonates the need for extensive medical support in the field, when moto-sports are gaining popularity in the country, especially with India having hosted its first-ever MotoGP Grand Prix over the weekend.
Commenting on the signing of the MOU, Maxperience co-founder & CEO Arvind Balan, said, “In any event, especially during adventure sports, safety is the utmost priority. We have always aimed to ensure medical security for the participants and all the people involved in our events. This partnership with Meditration further solidifies our efforts in the same direction and aligns us with a team of not just healthcare experts, but those who keenly understand the nuances of extreme environments and adventure activities.”
Meditration co-founder Nishant Singh said, “We believe that your adventures and expeditions should be about your wanderlust, or the adrenaline that comes with it, or simply feeling free, and not be dampened by medical and safety concerns. So, our mission is to be your ultimate adventure medical partner. With the new partnership with Maxperience, the aim is to provide them with state-of-the-art services, ensuring a comprehensive medical care at all their events.”
Maxperience regularly executes auto and adventure experiences for a variety of clients, namely HERO MotoCorp, MG Motors, Polaris, Suzuki and many more. The agency has organised renowned events like the ‘Ultimate Desert Challenge’, India’s only desert-based off-roading competition; and XDrags by Hero MotoCorp Ltd., etc.
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.
