MAM
Promax India 2023 showcases innovation and insight
Mumbai: The realm of entertainment has been making waves all over the world with its extraordinary content creations. Recognising the most trailblazing ideas, the Promax Awards stands as the country’s premier celebration of outstanding achievements in the M&E industry. Promax India will mark the pinnacle of success for leading brands in entertainment marketing and design as it hosts its latest edition on 24 & 25 August in Mumbai. The Promax India Awards 2023 will continue the tradition of honouring leading brands across 60 categories for their innovation and foresight, including the ‘Arnab Chaudhuri Rocket Award’ in memory of the animation legend and promo genius, Arnab Chaudhari, director of India’s most iconic animated feature, Arjun the Warrior Prince. This award not only recognises rising stars in the world of promotions but also comes with prizes totalling Rs 1.6 lakh, proudly sponsored by TRZY.
Promax India goes beyond celebrating the best creative brands in entertainment, marketing, promotion, and design. It also provides a platform for industry professionals to gain valuable insights and skills. The two-day event features prominent speakers who will ignite valuable conversations on the challenges faced in the M&E industry and how to stay ahead of the game.
Newly introduced this year, the Senior Leadership Luncheon, an exclusive event open only to upper management, will be held on 24 August at The Club Mumbai. This full-day event features three industry experts, Lee Hunt, David Shing, and Prasoon Pandey who will share their insights on the latest industry trends, fostering stimulating conversations and the exchange of ideas among attendees. Simultaneously is the creative boot camp, titled “The Anatomy of a Clip-Based Promo”, at Atlas SkillTech University. Helmed by Vikki Stephenson, a senior creative consultant with 20 years of experience in creating award-winning campaigns for renowned brands, this boot camp is open to all professionals aiming to elevate their creative bar and produce world-class promos.
The conference and awards show will be held on 25 August at the Radisson Hotel Goregaon. The conference features the highly anticipated session, ‘New Best Practices 2023’ by Lee Hunt, which analyses how the industry continues to be reshaped by the competition between linear and streaming platforms. The Digital Prophet, David Shing, will enlighten us on the impact as we rapidly and extensively connect to the digital world. India’s very own visionary, Tamagna Ghosh, will curate and showcase the best of the best design and promotion from across the globe in another popular session, WORLD GOLD. Returning to this year’s Promax India Awards Show are the dynamic duo from RED FM, RJ Rocky and RJ Purab, who will host the event.
Promax India extends its heartfelt appreciation to its sponsor, Zee Bangla, for their valuable support. Their partnership has been instrumental in the success of Promax India.
Commenting on the occasion, Andy Chua, Conference Director of Promax India, said, “The Promax India Awards 2023 is where we recognise and celebrate the remarkable achievements of the Indian M&E industry. For over two decades, we have witnessed the industry’s incredible growth and innovation. So must we in Promax India to continue to evolve and meet the needs of the community we serve. We look forward to welcoming you all to an improved and extraordinary event filled with inspiration and insights to meet the challenges ahead.”
Promax India 2023 awards chair & head of India Originals, Prime Video India Aparna Purohit said, “To celebrate stories that intrigue, engage, inspire, and help build not just the brands but also contribute towards the cultural zeitgeist of our times is indeed a huge honour. Promax Awards commemorate the rich and diverse creative excellence by recognizing the minds behind some of the most spectacular brand and marketing campaigns. I am thrilled to have the opportunity to go through some of the finest creative work from India, and award them for their contribution to the world of entertainment.”
“The Promax Awards are enriching because exchanging ideas multiplies them, and that is how culture is nourished”, said Corcoise Films director Prasoon Pandey.
“The Promax Awards celebrate the power of creativity in the realm of entertainment and content marketing. It’s a testament to the industry’s ability to captivate and engage audiences through innovative campaigns that leave a lasting impact. These awards recognize the brilliance that fuels the magic of storytelling” said Trailer Park Group managing director APAC Tamagna Ghosh.
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.
