MAM
Raghuvendra Singh Parihar joins Madison World as deputy general manager
Media strategist moves from Wavemaker to begin new chapter at Madison
MUMBAI: Media professional Raghuvendra Singh Parihar has joined Madison World as deputy general manager, marking the latest step in a career shaped by strategic media planning and integrated campaigns across some of the industry’s leading networks.
Parihar announced the move on LinkedIn, sharing his enthusiasm for the new role. “I am happy to share that I’m starting a new position as deputy general manager at Madison World,” he wrote, adding that he is grateful to Mimi S Deb and Vivek Das for their trust and the opportunity.
“I am extremely grateful to Mimi S Deb and Vivek Das for investing their trust in my capabilities and providing this wonderful opportunity. Super excited for this new journey and upcoming opportunities to learn and grow,” he said.
Parihar joins Madison World after a stint at Wavemaker, where he served as business director from January 2024 to March 2026 in Gurugram. In that role, he worked on integrated media strategies and client partnerships, sharpening his experience at the director level.
Before returning to Wavemaker, Parihar spent nearly a year at EssenceMediacom as associate director for media planning. His career also includes a client-side stint at Unacademy as manager for media planning, buying and partnerships, where he focused on digital media strategy and campaign execution.
Earlier in his career, Parihar held multiple roles at Omnicom Media Group, progressing from group head for strategy and planning to associate director of strategy. He has also worked with agencies such as Havas Media Group, Mindshare and Alliance Advertising and Marketing.
Across these roles, he has handled brands including Hyundai India, Kohler, Motorola, Lufthansa Airlines and OLX, building a portfolio that blends media strategy, analytics and campaign planning.
Academically, Parihar holds a postgraduate diploma in advertising and marketing communication from Apeejay School of Management. He also completed an executive programme in product and brand management from the Indian Institute of Management Rohtak.
With his move to Madison World, Parihar now steps into a role that places him at the heart of one of India’s prominent advertising networks, where the next chapter of his media journey begins.
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.
