MAM
Rajit Desai joins Mindshare as partner – consulting
Mumbai: Mindshare has strengthened its consulting and analytics discipline in the west with the appointment of Rajit Desai as partner – mindshare consulting.
In his new role, Desai will actively contribute towards developing and restructuring Mindshare‘s business consulting offering for clients in west region.
He will be reporting to the Mindshare consulting and analytics head of practice Sandeep Pandey.
In his last stint, Desai served as the VP and head of Lab center (research and strategy hub) at Lodestar UM.
Pandey said, “Our nature of work requires people from strong consulting and business strategy profile and Rajit has a combination of both. It is part of our larger talent restructuring within consulting discipline and you will hear soon about many senior profiles joining from different industries.”
Desai said, “This exciting role is a logical next step for me. I see this as a big opportunity and I look forward to help address client‘s marketing and business problems and grow the practice along with the high quality team at Mindshare.”
Having worked in the marketing vertical and as media consultant for various companies like HTA, Sony, Times Now, Loadstar, Media e2e and Turner Broadcasting, Desai comes with 16 years of work experience in the media function.
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.
