MAM
Mia by Tanishq inks partnership deal with Bacardi NH7 Weekender
Mumbai: Jewellery brand Mia by Tanishq has announced its partnership with music festival Bacardi NH7 Weekender for the event to be held on 26 March in Pune. The association was set up by Mates, the content unit of Madison World.
Bacardi NH7 Weekender is an annual multi-city and multi-genre, music, and comedy festival held in India. Under this partnership, Mia by Tanishq will get a ‘Mia Lounge,’ an exclusive lounge that will provide festival-goers access to “innovative digital beauty experiences and a fun-filled paradise complete with WiFi, air conditioning, mobile charging stations etc,” said the statement.
A virtual trial of Mia jewellery will be conducted in Pune using augmented reality. Mia will receive ten tickets for each city of Goa, Kolkata, Chandigarh, Chennai, Bangalore, Mumbai, Shillong/Guwahati and Delhi to distribute to their top spenders. Additionally, Mia by Tanishq will receive branding across all of Bacardi NH7 Weekender marketing communication platforms.
“We are very happy to partner with MAates and Bacardi NH7 Weekender,” said Mia by Tanishq head of marketing Sampurna Rakshit. “We feel that this is a great property to reach out to the young, modern free-spirited Mia women. We plan to give them a taste of the Mia way of life through the uber-stylish on-ground lounge.”
Mates is the entertainment specialist unit of Madison World that focuses on content marketing, celebrity management, film marketing, influencer associations, OTT collaborations, video production, and partnerships with gaming companies, platforms, and e-sports influencers.
“We at Mates are delighted to enable the association of Mia by Tanishq and Bacardi NH7 Weekender,” said Mates head Kumar Siddharth. “Both brands that appeal to the free-living independent women of today. We have worked closely with the NH7 organizers to enhance the festival goers’ experience by providing them with a space where they can unwind and be themselves. Creating associations between brands and properties that have true synergy is the cornerstone of our strategic approach and we’re hoping this is the first of many such innovative collaborations.”
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.
