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Saatchi & Saatchi Propagate strengthens teams in New Delhi, Bangalore
NEW DELHI: As L&K Saatchi & Saatchi strengthens its creative and planning teams across India, Saatchi & Saatchi Propagate too has announced new additions to its teams. The full-service digital agency has brought onboard Sachin Dhir and Sugandha Garg for its New Delhi and Bangalore offices respectively. Both of them will report to Priya Jayaraman, CEO – Saatchi & Saatchi Propagate.
Welcoming them, Jayaraman said, “I am extremely happy to have Sachin and Sugandha lead our clients to their milestones along with me. We have been an agency focussed relentlessly on client success in the digital landscape that is ever changing and evolving. It needed a team with me that can navigate change, handhold clients into a growth surge and chart a course with them. New Delhi and Bangalore are very important offices for us with an amazing set of clients that we are very proud to partner.”
Dhir joins Saatchi & Saatchi Propagate Delhi from Wunderman Thomson Mirum where he worked on brands like Reebok, Times of India, Verisign, HCL, Sofy, Jagran, Swatch, Pepsi and Facebook.
He says, “Saatchi & Saatchi Propagate comes at the right time in my digital journey as businesses are swiftly transforming and reimagining themselves with customer centricity and engagement not just for communication but also for business growth. With a great team to back me, I am looking forward to this!”
Garg joins the Bangalore team having started her digital journey with Tribal DDB and then moving on to Mindshare, Maxus and Tonic Worldwide. She has experience on brands such as Citibank, Ford, Skoda, IPL, Enamor, Sony Entertainment Network, Sony Bravia, Diageo and Disney. She has also enriched her experience with her own entrepreneurial venture.
She says, “Saatchi & Saatchi Propagate is an opportunity like no other. I am excited to explore the playing field available to me courtesy Publicis Groupe. Leading the Bangalore office under Priya’s tutelage will be an enriching experience and I look forward to doing some exciting work with a very talented team.”
Saatchi & Saatchi Propagate serves a wide range of local and global clients, notably MaxLife Insurance, Max Group, Scripbox, Practo, ESPN CricInfo, Embassy Springs, Tuborg and many more. Known for their ownership-driven and entrepreneurial spirit, they have worked with various clients in drafting their customer journeys that operate at the intersection of media, technology and creativity.
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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.
