MAM
Razorfish India names Dinesh Swamy as senior creative director
MUMBAI: Razorfish India has appointed Dinesh Swamy as senior creative director, based out of Mumbai.
Speaking on the appointment, Razorfish CEO Charulata Ravi Kumar said, “With his credentials already preceding him, what struck me most about Dinesh was his childlike curiosity and energy that evidently add interesting dimensions to his creative ideas. His passion for photography and dancing tell me that he sees beyond the obvious and uses the insight for a story worth swinging to.”
Razorfish India COO Gaurav Pathak added, “Dinesh is not only an excellent creative talent but also brings with him the strategic bent of mind that makes his work stand out with an innovative relevance that aligns perfectly with our philosophy at Razorfish.”
Swamy said, “Razorfish has always inspired me and been on my list; it’s a great opportunity to breathe pure Digital. Razorfish has the passion to blend idea and technology to create innovative solutions. I want to take it ahead and showcase great case studies along with the team and be part of taking it to its next level of creative excellence that transforms business.”
Swamy’s portfolio spans strategic innovations and integrated solutions across CRM, Social Media and Online Integrated campaigns for multiple clients. He has previously worked with companies like Flip Media Corp, Tribal DDB India and Digital Law & Kenneth. Most recently he was with BBDO Proximity as digital creative leader.
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.
