MAM
Nitin Sharma joins Infectious Advertising as VP – business
NEW DELHI: Infectious Advertising has roped in Nitin Sharma as its vice president – business.
At Infectious, Sharma will be responsible for leading important businesses for the agency. He will work closely with founding partner Nisha Singhania to not only consolidate existing businesses but also look at organic plus new business growth, the agency said in a press statement.
Sharma joins from the UAE Exchange in Dubai where he was the director – marketing strategy. He has also had stints at agencies like Ambience, Ogilvy, DDB Mudra and Leo Burnett India. With close to two decades of work experience spanning across advertising and marketing, he has managed brands across the entire spectrum of categories for different agencies.
"Today’s complex and dynamic marketing landscape demands a truly integrated, multi-dimensional approach to fully leverage the opportunities businesses have or solve for the problems they face. Our purpose here is not about creating fancy ads, but explore the unique calibrations of communication, technology and data to shape consumer behaviour and move businesses," Sharma said.
Infectious Advertising founding partners Nisha Singhania and Ramanuj Shastry said, “Nitin brings with him experience of working on big brands across markets. We look forward to having him on board as we have a shared vision for the agency. We are sure Nitin will help in taking Infectious to the next level.”
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.
