MAM
OML ropes in Manav Parekh as creative head for its branded practice
Mumbai: A storied content studio and creator management company operating for close to 20 years, OML Entertainment, is further forming a robust layer to turbocharge this thriving digital ecosystem. The company is reinforcing its in-house creative agency, which will witness creators and creatives come together under one roof – a move that will strengthen OML’s pole position in connecting brands and platforms with their audiences and consumers. And in line with this, the company has onboarded Manav Parekh as the creative head for its branded practice.
His role at OML will see him as head creative, leading all branded content work across all businesses at OML.
Parekh has over 17 years of experience in the creative and content space. His last stint at Leo Burnett as executive creative director – digital has seen him work with brands like Meta, Jeep, Visa, Ensure, Nerolac, KTM and PhonePe. Meanwhile, his keen interest in craft beer led him to consult with and launch BrewDog, a Scottish craft beer in India.
Prior to this, he was the creative head at VICE India, where he worked on long-form content for brands such as Mountain Dew alongside experiential IPs like BUDX by Budweiser. A seasoned digital creative across organisations such as Disney+ Hotstar, Edelman, Indigo Consulting, JITB and Hungama, Parekh brings creative solutions to the table that are truly out-of-the-box.
Currently, OML’s creative team is a fast-growing team. The team has won mandates for brands such as Swiggy Instamart, Tinder, Ajio, Teeling Whisky in USA and Santa Teressa in USA, to name a few.
On his appointment, Parekh said, “I am hugely excited to be part of an organisation that has always championed new-age pop culture in India. OML is intrinsically at the nexus of the creator economy and, by extension, the digital content landscape in India. Brands are getting bolder than ever before, thanks to digital, evolving comms at breakneck speeds. As creatives at OML, our endeavour is to address this and be at the forefront of new-age brand building that is quick, impactful and most importantly, sustainable. We believe that brands aren’t just advertisers but publishers too. This is reflected beautifully in our teams with not just advertising folks but creatives from varied backgrounds, from stand-up comedy to long-form content specialists. I am super stoked for this journey, can you tell?”
OML Entertainment chief operating officer Tusharr Kumar mentioned, “At OML, we’re always looking for people who want to work at the cutting edge of digital content evolution. In fact, we’re attracting talent from traditional advertising agencies and businesses as they want to work in a collaborative space that gives them a canvas to express on in newer, unconventional ways, a space that’s the future in the creator and creative ecosystems. Parekh’s ability for brand storytelling and understanding of the new media space will help us drive a big impact for our brand partners – old and new. We’re looking forward to working with Parekh and continuing building the creative teams at OML.”
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.
