MAM
On Purpose wins Central Square Foundation brief to school India in smarter education storytelling
MUMBAI: India’s education sector just got a lesson in sharp storytelling-and On Purpose is holding the chalk. The creative consultancy, known for its mission-driven approach, has been appointed as the agency on record for the Central Square Foundation (CSF), following a competitive multi-agency pitch.
The result? To crank up the volume on education reform conversations that matter-and to make sure foundational literacy isn’t just a policy footnote.
This partnership puts On Purpose in charge of strategic communications for CSF, a non-profit that’s been knee-deep in fixing India’s systemic schooling challenges for over five years. From building early learning muscle to turbocharging school governance, CSF has tackled the hard stuff. And now, with On Purpose riding shotgun, they’re planning to say it louder—and smarter.
“This marks our second collaboration with CSF, reaffirming our shared commitment to shaping conversations and driving systemic change in India’s education sector. We’re thrilled to partner with them again, an inspiring, mission-driven organization leading the charge to ensure every child has the opportunity to thrive,” said On Purpose founder & CEO Girish Balachandran.
So what’s on the blackboard? On Purpose will drive CSF’s messaging around four critical pillars:
. Foundational Literacy and Numeracy (FLN), so kids stop falling through academic cracks
. Edtech access for all, because Youtube alone can’t fix learning gaps
. Early childhood education to prep the tiny humans for the big leagues
. School governance reform, where the real long-term magic happens
The consultancy’s mandate includes building urgency and salience around FLN and governance—two oft-ignored but absolutely mission-critical parts of India’s education puzzle.
“Finding a partner who understands the urgency of systemic reform and the transformative power of early learning was essential. On Purpose brings the right expertise, experience, and a deep understanding of our mission and landscape, making them the ideal collaborator to drive these critical conversations. We look forward to co-creating strategies that deliver lasting impact and improve learning outcomes for every child in India,” said Central Square Foundation director, policy & communications, Romonika D Sharan.
And they’ve got data to back the ambition.
CSF, a key player in the government’s Nipun Bharat Mission, has been rolling up its sleeves across 14 states—11 of them laser-focused on FLN. With partnerships across ministries, state governments, and education stakeholders, CSF is driving system-level shifts. But even the best reforms need the right spotlight—and that’s where On Purpose comes in.
Expect bold narratives, hard-hitting content, and a touch of creative sass as they tackle the biggest classroom India has: the public.
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.
