MAM
OOH ad industry could take a hit due to COVID-19
MUMBAI: The pandemic of COVID19 continues to take a toll on every possible industry; the advertising world is no exception. With people being asked to stay indoors, the impact on the OOH industry could be huge. Though the cases are currently restricted to just a few cities in the country, further escalation could damage the OOH segment.
Laqshya Media group CEO Atul Shrivastava says: “OOH ad spending could feel a negative impact if the social distancing and isolation measures that have emerged in some cities expand to larger territories. Consumers in India with significant numbers of reported COVID-19 cases are already actively avoiding large public places and gatherings, and that may eventually impact advertisers’ willingness to advertise there as well. For now, however, we are not making any other major adjustments to our business forecasts because of the COVID-19 outbreak. Our forecasts are for the full year, and there is still a strong possibility that the virus could be contained in the coming months, allowing for a rebound in H2 2020. Most of the times, the bulk of ad spending takes place in the latter part of the year for the holiday & festive season.”
Meanwhile, the impact of COVID-19 is likely to cause a significant growth in viewership on YouTube, OTT platforms and television. This will come as an alternative to the 3-hour travel journey each day.
"With the disappointment of IPL being postponed, OTT and other online content platforms will be the only space. People will catch up with series, movies and podcasts they have missed and explore new content. Online classes will prosper as people may set out to learn a new language or skill, as will a lot of the content on YouTube, especially children's content as parents will try to find a way to keep kids indoors and busy,” says GoBisbo Broadcasting Network founder Shakir Ebrahim.
Akund Communications founder Sadiya Khan differs in her view. She says that considering the self-imposed isolation that we are all moving towards, people in the coming days would spend more time at home with family while watching news channels. Most online content that's viewed on mobile devices in transit would be a second priority to this.
“As consumers try to keep themselves informed and entertained at home, advertisers too would bring down ad spends on online platforms and opt for mainstream coverage,” she further adds.
The spread of coronavirus has caused a sense of unprecedented uncertainty for Indian advertising. The ad world is already pivoting and adapting a few measures as a result of the outbreak. Overall brand spending could take at least a temporary hit, and agencies and brands need to think proactively about how to tackle the situation.
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.
