MAM
ShareChat appoints Rabe Iyer as its head of agency business
Mumbai: ShareChat has appointed Rabe Iyer as its head of agency business. Rabe will lead all agency relationships for the company, explore impactful partnerships within the marketing and advertising community, and aggregate avenues for monetization like programmatic, performance, and branding solutions.
With decades of multi-discipline experience in the media industry, Rabe comes with extensive knowledge to drive growth by understanding client needs and delivering higher yields and profitability. Before ShareChat, Rabe was a senior leader in SEA, India, and the MENA region at several major media organisations, such as Wavemaker MENA, Reliance Broadcast Network, Publicis Groupe Media, Group M’s Motivator, and more. During his stint at Wavemaker, he successfully launched Wavemaker MENA. As the CEO of Wavemaker MENA, he contributed to the sustainable growth of the organization through innovative media, content, and technology practices.
Welcoming Rabe, ShareChat & Moj chief revenue officer Udit Sharma said, “We are excited to have a seasoned leader like Rabe Iyer join us and lead our agency partnerships. Rabe’s deep understanding of the agency ecosystem and his vast experience of working with a wide range of clients to help them achieve their business and marketing objectives will further strengthen our ability to collaborate closely with agencies to drive better RoI for our advertising partners.”
Commenting on his appointment, Iyer said, “It is admirable to see how ShareChat has made its way to become the largest homegrown social media company and also become one of the top media aggregators in India. I am excited to be a part of ShareChat’s next phase of growth and holistically contribute towards the company’s success by tapping into its immense potential to drive value to all brands and businesses tapping into the Bharat and GenZ audience.”
Besides leading and strengthening all agency relationships for ShareChat and Moj, Rabe will design and build strategic initiatives for sustainable growth and add value by maximising marketing technology practices for strategic business planning and improved performance.
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.
