MAM
Saatchi & Saatchi Propagate ropes in Deepak Prakash as South Lead
New Delhi: Saatchi & Saatchi Propagate, the digital agency from L & K Saatchi & Saatchi has roped in Deepak Prakash as the South Lead for Saatchi & Saatchi Propagate. He has joined the agency as associate vice president and will be reporting to Sabah Iqbal, senior vice-president, head – Saatchi & Saatchi Propagate.
Prakash’s mandate will be to drive new business growth and creative output while also strategically supporting existing clients to achieve business goals. He will also manage relationships for brands including AbInbev, Practo, Scripbox, Bharti Axa, Wipro, Stovekraft, said the agency on Friday.
Welcoming Prakash to the agency, Sabah Iqbal said: “Deepak has high levels of strategic prowess and an unparalleled enthusiasm. His multi-vertical experience will help identify new innovative solutions for our clients. He is the perfect mix that we were looking for in this next stage of our growth journey.”
Prior to joining Saatchi & Saatchi Propagate, Deepak was with FoxyMoron Media Solutions as account director. He was involved in driving business growth and media activities for multiple brands, and ensuring timely delivery of services and products to clients. Some of the accounts he worked for included AO Smith, Amazon Prime, Fashion & Pantry, InMobi, Ampere Electric Vehicles, Sero, Skore Condoms, Ikea, Mercedes Benz Financial, Betway, Freshworks, Swiggy etc.
Apart from FoxyMoron, he has also had previous professional stints with Digitally Inspired Media – Chennai, DDB Mudra and Ogilvy. He played a central role in managing brands like Saint-Gobain India, Gold Winner oil, Green Trends, Fedora Olive oil, Cardia Life, Zee Tamil, Sun Pictures, Sun Life, Sun Nxt, Vroom, TTK Prestige & Aircel, IBM among others.
Talking about his new role, Prakash said: “An average consumer today is well connected, aware, and evolving faster, and it is a must for all brands to evolve with the consumers in tandem. This gives us an opportunity to be an enabler for brands through smart solutions and to stay relatable at every step of the user journey. Saatchi & Saatchi Propagate has been such an enabler for brands over the years by producing some great work in the digital spectrum and I am happy to be part of this journey.”
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.
