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Mobile+Services replace FMCG as top advertisers in BARC week 48
BENGALURU: As per BARC week 48 data on top 10 brands Across Genre: All India (U+R) : 4+ Individuals, Mobile hand sets and Services replaced FMCG as the top advertisers in the list with 43.88 percent of the insertion in BARC’s top 10 list for week 48 (Saturday 26 November 2016 to Friday 2 December 2016). Four FMCG brands had 40 percent of the insertions, while two online brands – gaana.com and ajio.com were ranked ninth and tenth in terms of insertions in the list. Mobile handsets and services garnered the first, second, fifth
Three mobile handsets brands – GioneeS6 S/S6 Pro (ranked 1); Vivo V5 (ranked 5); Google Pixel (ranked 8) and one mobile services provider – Vodafone Super Net 4G (ranked 2) had 25,415 of the combined 57,923 insertions by the top 10. The four FMCG brands – Santoor Sandal and Turmeric (ranked 3), Vaseline Petroleum Jelly (ranked 4), Surf Excel Easy Wash (ranked 6) and Fogg Scent (ranked 7) shared 23,171 insertions. The two online players had 9,337 insertions in the week. Please refer to the figure below:
Generally, FMCG brands have a major share in the number of insertions the top 10 list – even during the pre-Diwali, Diwali and post Diwali weeks – BARC week 43 (22 October 2016 to 28 October 2016) until BARC week 46 (12 November 2016 to 18 November 2016) when Airtel Cellular had the highest number of insertions. While Auto, Jewellery and Food brands were conspicuous by their absence in the top list during three weeks of the four week period mentioned above, online brands with their various sales offers made their presence felt during the period plus until week 48, except for a small hiatus in the previous week – week 47.
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.
