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One-in-four digitally connected Indian will ensure growth of medium: IAA
MUMBAI: The International Advertising Association (IAA) India Chapter conducted its 12th Webinar on 19 December 2014 as part of the ‘World Goes Digital’ webinar series.
GroupM South Asia, veteran digital media specialist and managing partner, Tushar Vyas was a guest speaker in this series of the webinar. As part of the GroupM South Asia ExCo, Vyas leads the digital media practice for GroupM South Asia. He is also responsible for investments and corporate business development.
Commenting on the importance of the digital medium, Vyas said “The number of people who have embraced digital as a medium is a testimony to its growth and importance. There are 5 million smartphones being bought every month in India, which has ensured that 25 per cent of the Indian population is digitally connected.”
IAA India Chapter & vice president, development (Asia pacific region) Srinivasan K Swamy commented, “Having experts like Tushar Vyas, ensures that our members and the fraternity in general gets the latest and most authoritative view on the digital media.”
The Free Press Journal director and Webinar Series chairman Abhishek Karnani said “We were delighted to have Tushar Vyas addressing the 12th in the series of ‘World Goes Digital’ Webinar series hosted by the IAA India Chapter. These sessions go a long way in spreading the awareness of the digital media.”
The International Advertising Association (IAA) India Chapter has hosted speakers like Citi India CMO Sanjeev Kapoor, Bookmyshow.com founder and CEO Ashish Hemrajani, Google India managing director Rajan Anandan, Linkedin India managing director Nishant Rao, Rediff.com founder Ajit Balakrishnan SAP chief story teller Julie Roehm, Hungama Digital Media managing director and CEO Neeraj Roy and mCordis co-founder & managing partner (EMEA) Paul Berney.
Recently, Ram Subramanian and Rajjat Barjatya were also invited as guests on ‘World Goes Digital’ webinar series.
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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.
