MAM
Publicis co MSL bags gold, silver & two bronze Lions
MUMBAI: MSL India (Publicis Groupe’s Strategic Communications and Engagement Firm) is honoured to share the spotlight with its sister agencies, in four wins at the recently concluded Cannes 2017.
The winning campaigns of #GiveHer5-The Ammada Trust, HPCL Roads That Honk and Vicks #Touchofcare, involved crucial strategic communication approach to drive conversations and impact. It has thus made MSL India’s role and involvement significant.
“The wins are a true reflection of the power of strategic PR counsel in creating the right conversations that lead to measurable impact. As we continue to work with greater collaboration under Publicis Groupe’s ‘Power of One’, our mission is to consistently raise the quality of our work and partner our clients to deliver integrated solutions. All in-line with our promise to be a communication partner that provides strategic counsel and creative thinking,” said MSL India CEO Amit Misra.
The wins include: #GiveHer5, The Ammada Trust – Gold Glass Lion, entered by Law & Kenneth Saatchi & Saatchi.
In rural India, ‘period’ is a dirty word. Women are not allowed to water plants, wash her hair, sleep in the same room as anyone else, or enter religious spaces, kitchens. Period-shaming had stunted necessary dialogue about menstrual hygiene. Lack of affordable protection, and culturally-ingrained practice of segregation, meant that over 400 million rural women are being forced to miss 5 days every month. India’s women are falling behind for being women. So, the campaign turned to the urban advantaged to help bridge the gap. For just 2.5$ with Saafkins – the 12-hour, antimicrobial, reusable menstrual protection could help these women. Thus #GiveHer5 was born.
Acknowledging MSL India’s significant involvement which contributed to the win, Praveen Kenneth, Chairman, Co-owner and MD at L&K Saatchi & Saatchi said, “I am a firm believer that passion and hard-work always deliver great results. Born from a self-interest to support betterment of girl child in India, the mission and goals of #GiveHer5 have surpassed all our expectations. In a campaign of such nature, while it was definitely imperative for us to drive mass reach to crowdsource support, the more important and tougher task was bringing to light the issue and creating awareness with action; a task more than well managed by MSL. Their strategic communication counsel and approach, makes them an equal partner in this win.”
Roads that Honk, HPCL – Silver Innovation Lion, entered by Leo Burnett India and Bronze Lion in Design (Promotional Item Design) Category.
#RoadsThatHonk is aimed at safer highways across Indian roads. The innovation, was launched on NH1 in North India, along the Jammu-Srinagar Highway (a road that is touted as one of the most precarious highways by National Geographic). The idea of “Roads that Honk,” was to build the world’s first ever road that honks at drivers to avoid head-on collisions and casualties. With the use of radar and sound, the product was the first of a kind solution to respond directly with speeding drivers, getting them to slow down and drive safely around deadly hairpin turns.
“A great example of how collaboration and the right strategic communication mix can create a big impact. MSL’s role was instrumental in the win, since it was imperative for the campaign to create the right conversations around the idea and its innovation and earn credibility. MSL delivered and deserves as much credit for the win as Leo Burnett,” said Saurabh Varma, CEO, Publicis Communications India and CEO, Leo Burnett South Asia.
Vicks #TouchofCare – Bronze, Entertainment Lion: Vicks, for decades, has centered its communication on ‘family-care’. With changing lifestyles, Vicks understood that contemporary families are no longer defined by biological ties alone. Acknowledging this evolving dynamic, Vicks decided to be a beacon for redefining the modern family in India through #TouchOfCare. The centerpiece of the campaign was a film that shared the heartwarming real-life story of Gauri Sawant, a transgender woman who takes on the responsibility to care for a young girl, Gayatri.
Endorsing MSL’s contribution Nitin Darbari, Chairman and CEO P&G Teva JV China, Marketing Director Asia, Middle East and Africa said, “Vicks #TouchofCare work by MSL is a great example of how power of an idea coupled with strong agency can delivery wonders even at low budgets. The MSL team tapped creatively into the full network of celebrities and influencers with virtually no budget and based on the strength of the idea delivered outstanding value in amplifying the story of Vicks Touchofcare.
So, did Ritu Mittal, Country Brand Marketing Manager, Procter & Gamble, “MSL team was exemplary in working the end to end PR plan & execution on TouchOfCare campaign. The team managed everything within a very limited budget and demonstrated superb agility. The campaign received an overwhelming response across global and national publications as a result of the relentless efforts made by this team.”
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.
