MAM
Panasonic allots Rs 450 crore for ATL, BTL this fiscal
BENGALURU: Panasonic India has allotted Rs 200 crore towards ATL activities (same as last fiscal – April 2012 to March 2013), and Rs 250-260 crore towards BTL (last fiscal Rs 200 crore) towards BTL activities revealed Panasonic India managing director Manish Sharma to indiantelevision.com in Bengaluru yesterday.
Panasonic recently entered a new segment in India-mobile smartphones with the launch of one model – P51. By the end of this month, the company plans to launch another three smartphone models and will kick start a Rs 23 crore multimedia campaign over two months from the first week of August.
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With the festive season approaching, Panasonic also rolled out its new line-up of DT/ET Series as a part of its VIERA TV range yesterday.
Three agencies handle its creative work – Dentsu, Mudra and Percept, while Allied handles it media buying.
Following the success of Bollywood celebrities, Panasonic signed on Ranbir Kapoor as brand ambassador for its Viera TV brand; Katrina Kaif as the face of its home appliances range, Jacqueline Fernandes for its beauty products and Lumix Camera and Dia Mirza to be face of Eco Ideas which form a part of the company‘s initiatives to conserve the environment. It has also signed on Indian golf player Anirban Lahiri as brand ambassador for its operations in India.
With the All India Football Federation (AIFF), Panasonic promotes the national football team and arranges for interactions of the team members with youth to encourage the sport among youngsters. For the fourth consecutive year, it was also the official electronic partner for the Delhi Daredevils team for IPL during the recently concluded sixth season of the tournament.
Sharma also revealed the strategic outlook for the company which encompassed the areas which the company will be focusing on going forward. India has been identified as the centerpiece of future by the global headquarters. While the Indian arm will continue driving growth through its B2C business there will be a renewed focus on the B2B and B2G business. The key strategy for fueling even more aggressive growth in India is: to accelerate new product developments; reform the business structure through local production and consumption; and pursue autonomous management. With a studied focus, strong plans and an investment of Rs 1,500 crore towards expansion in the next three years, Panasonic is aiming revenue of $ 3.66 billion by 2015.
Keeping in mind its focus product development the company has recently made a lot of additions to its existing range of products besides also entering new business segments like Smartphones. Panasonic will also be introducing new product ranges mainly in the energy solutions (products for creating, storing and saving energy), security and surveillance systems and solutions products and will also be looking at collaborating with Indian enterprises for the same.
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.
