MAM
Mondelez India spreads the Valentine’s feeling, yet again!
MUMBAI: Mondelez India, the makers, and bakers of some of India’s iconic snacking brands, is all set to take over the season of love with special offerings from two of its most iconic brands Cadbury Dairy Milk Silk and OREO. Cadbury Dairy Milk Silk and Valentine's Day have been synonymous to each other for almost a decade capturing hearts with the "Say it with Silk" proposition. However, enhancing consumer experience one notch higher, the company will introduce some exciting offering under Oreo Cadbury Dipped and eCommerce, apart from the signature Cadbury Dairy Milk Silk ‘Heart Pop’ bar.
This year, the brand followed an unconventional path and reinvented the expression of love with the “How far will you go for love” campaign. A concept was conceived to nudge consumers to try and go beyond the usual and make it special for their partner this Valentine’s Day.
Commenting on the strategy for this Valentine’s Day, Mondelez India director marketing chocolates Anil Viswanathan said, “We have received great admiration with the pop your heart campaign over the couple of years and we are thrilled to take it into its third year. As leaders of the chocolate category in India, we attempt to identify new occasions and offer innovative ways for customers to convey their emotions with our products. These simple yet impactful ways help us to stay connected with our consumers. We hope our new heartwarming film and other exciting bundles on eCommerce will urge our consumers to go beyond their limits, for their loved ones, this Valentine’s Day.”
Joining the love wagon, this year OREO is taking forward its playful ritual to celebrate the spirit of love with Oreo Cadbury Dipped in its refreshed Valentine-inspired avatar to strike a chord with the youth. This latest offering from the house of OREO will be a digital-only campaign that will laud the sweet chocolatey and playful crunchy moments in every love story, just like the personality of Oreo Cadbury Dipped.
Speaking on the launch of the new packaging of Oreo Cadbury Dipped, Mondelez India associate director marketing biscuits Sudhanshu Nagpal said, “We launched Oreo Cadbury Dipped last year and it has been a phenomenal success story for us. The key reason it struck a chord with our audience is because consumers loved the fantastic combination of crunchy OREO and smooth chocolaty Cadbury. This year we are taking the narrative forward by celebrating this beautiful chocolaty crunchy love story in a fun playful way- through a packaging refresh and digital-first IMC. The key insight at the heart of this initiative is that a great love story is always an amalgamation of chocolatey romantic instances and crunchy playful moments. We strongly believe the product and insight will resonate with our consumers to share their ‘Crunchy, Chocolatey Love Story”
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.
