MAM
Scarecrow deepens ties with first client, bags Religare’s corporate account
MUMBAI: Scarecrow Communications has deepened its relationship with its first client. The agency will handle the creative duties for Religare Enterprises‘ corporate brand, dislodging incumbent agency Ogilvy, Delhi.
Scarecrow already services the accounts of Religare Broking, Religare Health Insurance and Religare Macquarie.
Says Scarecrow Communications founder director Raghu Bhat, “Religare was Scarecrow’s first client. It’s fair to say that Scarecrow came into existence because of Religare. It’s very satisfying to note that since KILB, we have maintained our standards of creative excellence on this brand and have been rewarded with this very significant assignment.”
Scarecrow will handle the account from its Mumbai office. Religare offers a wide array of services including broking, insurance, asset management, lending solutions, investment banking and wealth management. It has a network of over 2,200 business centres across 550 plus locations and more than a million clients.
Says Religare director, Branding and Communications Subhrangshu Neogi, “The team at Scarecrow has consistently delivered high quality and path breaking creative work across all product lines assigned to them so far. We have now decided to enlarge the scope of their mandate to include some key corporate assignments as well.”
With fully functional offices in Mumbai and Delhi, Scarecrow Communications handles brands such as Reliance Digital, Future Capital, DNA, Eristoff, Viacom18, Nestle, Quikr, Rupa and DLF. Recently, Scarecrow started its full fledged design outfit, Scarecrow Designs.
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.
