MAM
Pix “handpicks Bangalore” as potent market to unveil mass media campaign
MUMBAI: Pix, the movie channel from the Sony stable, has finally got up and running in the city of Bangalore following distribution conflicts which were in negotiation stages during December 2006.
With clearance on the distribution deals that came in this month, the channel is set to go the whole hog with a mutli-media campaign that will break on 22 January and end on 5 February.
Pix business head Sunder Aaron tells Indiantelevision.com that the endeavour to launch a city specific campaign was primarily to give the channel more visibility in that market. He said, “We want to raise our profile in Bangalore, as it was previously not one of our strongest markets.”
Pix has outlined a phased approach to the campaign which will promote its brand proposition of “Hand picked movies just for you!” But this time, the creative element of the campaign will differ. The first phase will see a mix of outdoor (consisting hoardings and mobile vans) print and radio spots.
While for the second phase, the channel has tied up with Radio City and Radio Indigo to run a week long contest by which viewers can win free DVDs everyday. Concurrently, the campaign will also be promoted through on-ground initiatives at various malls across the city and PR activity.
Pix marketing head Himmat Bhutalia told this website, “Now that the distribution deals are in place in Bangalore, we see this as an important market in the South and feel its time to reach out to our target audience during the 8 – 12 pm primetime band. Therefore, we saw it appropriate to unveil a city oriented campaign.”
The campaign will coincide with, and promote the world English television premiere of Aparna Sen’s 15 Park Avenue on 28 January. As part of the campaign, the channel will also attempt to focus on several other English movies directed by Indians.
The channel however, seems to be content with the response it has garnered in other core markets including Delhi, Mumbai, Kolkata, Chennai and Hyderabad.
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.
