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Micromax new TVC still riding the cricket wave
MUMBAI: Micromax‘s latest TVC created by Lowe Lintas which went on air on 12 June 2010, is promo for Micromac‘s latest cricketing foray, wherein they are sponsoring four cricket series, all of which will be titled Micromax Mobile Cup.
Micromax is a relatively new brand in the mobile category vis-?-vis Nokia / SS. While they have found traction in the semi-urban / rural areas, they are well set to create an appeal which is across regions and people.
To try and achielve this, the company has come up with a new way to be on top of everyone‘s mind, namely sponsoring cricket tournaments. In the recent past, Micromax sponsored the South Africa / India series which gave them superb mileage. Similarly, in IPL they took spot buys.
All these series are going to be broadcast on Ten Sports. The channel will be airing these promos to create excitement around the series. Hence Lowe Lintas wanted to create a series of communication / films which will help Micromax establish their association with these series through these matches.
The commercial has been developed Lowe Lintas keeping in mind that today, thanks to IPL, cricket is no longer a sport event but has taken shape of cricketainment. It was all about cheer leaders, about region, about the films celebrities and about money. But for a true cricket lover, cricket is all about the game and not about the tamashas around it. Hence the TVCs have been developed on the thought of “less tamasha, more cricket”.
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.
