MAM
Scarecrow creates Thermocot’s winter campaign
MUMBAI: Thermocot, the thermal wear brand from the house of Rupa, has launched a new TVC to make the most of winter.
In its new commercial, Thermocot has positioned itself as a fashion and lifestyle brand, which not only gives warmth but also makes the wearer look ‘hot‘.
The television commercial has been created by Scarecrow Communications.
Scarecrow Communications founder director Arunava (Joy) Sengupta said, “Since we came on board, one of our key tasks has been to revamp the imagery of the group and its portfolio. It‘s a challenge, since the core audience, for many brands under the stable, is the masses of India. This TVC not only works for Thermocot, but also ups the imagery for the entire portfolio.”
The film is based on an audio track, which is sung like a Sanskrit chant. The idea is to create an audio mnemonic using the word ‘Swaha‘ in a whole new context. Girls going ‘weak at the knees‘ looking at the guy is a category code. The out-and-out Indian track slapped against images straight out of Parisian streets, helps the film stand out in the clutter. What also adds to the film‘s appeal is the way it explores female stereotypes – both lyrically and visually.
“Be it Tata Sky‘s Life Zhingalala or Pond‘s Googly Woogly Wooksh, an audio mnemonic helps in making the communication sticky. We looked at Sanskrit – the great Indian language, on the verge of extinction today, to derive our own audio property – Swaha,” Scarecrow Communications founder director Manish Bhatt added.
The film is directed by Milestone Films‘ Vishal Manglorekar while the music is credited to Rooshin Dalal.
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.
