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Reliance Broadcast wins Delhi Metro’s 5-year OOH contract
MUMBAI: Reliance Broadcast Network‘s OOH division, Big Street, has secured a five-year contract for the development of Delhi Metro Corporation (DMRC)’s high potential Line III.
The DMRC mandate to Reliance Broadcast includes OOH media inventory on Line III covering 21 stations spread over a 33.5 km stretch of high potential areas. This covers both west and central Delhi and touches over a million commuters every day.
Reliance Broadcast says with train frequencies every 3 to 4 minutes, averaging a person’s waiting time to 3 to 5 minutes at the station, it reaches an enormous captive audience.
The company will build special media inventory at strategic locations of the stations that will offer lucrative business options to brands across sectors including pharma, retail, FMCG, government and education.
Says Reliance Broadcast Network business head, OOH experimental marketing and digital, Rabe T Iyer: “Delhi, being one of our key focus markets, has seen some very strategic inventory acquisitions in the recent past. We are securing inventory which guarantee optimal returns while allowing us to innovate and bring in street furniture which is evolved and of international standards. Line III combined with Line II enable us to cover a significant portion of the customers‘ out of home requirements in the capital.”
The DMRC Line III mandate to Reliance follows its 22-year contract on a Build-Operate-Transfer (BOT) basis for street furniture makeover with the Municipal Corporation of Delhi on Central Public Works Deparment roads close to Jawaharlal Nehru Stadium.
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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.
