MAM
Sixth edition of Godrej L’Affaire to celebrate All Things Goodness
Mumbai: Godrej L’Affaire, a curated experiential luxury lifestyle platform by Godrej Industries Limited and Associate Companies (GILAC), today announced that more than 30 brands have collaborated with the platform for it’s sixth edition. Slated for Friday, 29 March 2024 at the brand’s headquarters in Vikhroli, Mumbai, Godrej L’Affaire will be celebrating ‘All Things Goodness’ at the soiree.
Godrej L’Affaire is a brand-agnostic-owned media platform in the lifestyle space. Bringing together non-competing complementing brands in the lifestyle space, it was conceptualized to celebrate nuances of lifestyle in an experiential manner. With HSBC India, one of India’s leading financial services groups, collaborating for the sixth edition, an evening soiree will unfold with a three-pronged mission of crafting hyper-immersive experiences, building a community of lifestyle aficionados, and weaving a robust digital safe narrative for all the participating brands.
Speaking about the sixth edition of Godrej L’Affaire, GILAC executive director and chief brand officer Tanya Dubash said, ”Creating personalized, immersive and authentic experiences for consumers in today’s ever-evolving world is imperative for any brand. Godrej L’Affaire was launched to provide these opportunities for our in-house brands as well as external non-competing brands in the lifestyle space. Our objective has been to create a community of lifestyle aficionados and drive meaningful conversations around the lifestyle space.”
She further added, “Our theme for this year is Goodness and we aim to underscore the significance of deliberate good choices that minimise negative impact and contribute positively to society. We are extremely excited to make Godrej L’Affaire 2024 an unforgettable affair.”
Commenting on its collaboration with Godrej L’Affaire 2024, HSBC India Arkaprava ‘Arko’ Ray, head of marketing strategy, said, “As the world’s local bank, we at HSBC passionately believe in creating meaningful conversations for nurturing relationships and building trusts with our customers. With Godrej L’Affaire also working towards creating a lifestyle community, we found a perfect synergy in providing our consumers with an experiential experience through the event. We are excited to collaborate with Godrej L’Affaire and look forward to an amazing evening.”
Aligned to the guiding concept – ‘All Things Goodness,’ the event is thoughtfully mapped across eight zones aptly spelling out L’Affaire – Lifestyle, Awareness, Fashion, Flavour, Artistry, Innovation, Rejuvenation, and Environment.
In sync with the same, the highlight of this lifestyle-centric soiree will be an exclusive fashion show by the renowned fashionista, Malaika Arora, showcasing her flagship brand – The Label Life. Marking an exclusive debut for the brand’s collection on the runway, Malaika would be showcasing the Spring Summer 2024 collection centred around the iconic Picnic, Party, Home, and Office look.
The evening will also witness an electric performance by the band – The Bartender, the brainchild of Mikey McCleary – award-winning songwriter, composer and producer. Featuring Shalmali Kolghade, Medha Sahi and Kaprila Keishing, their eclectic mix of music sensibilities would be setting the tone for the evening.
Food enthusiasts are also in for a treat. The event will mark the unveiling of the 7th edition of the Godrej Food Trends Report (GFTR), delving into the theme of “Provenance.” This insightful report delves into the deep connection between Indian cuisine and its origins, exploring the intrinsic link between ingredients, regional specialities, and traditional practices. With insights from over 350 experts, including chefs, bloggers, and food producers, GFTR 2024 sheds light on the rich tapestry of India’s culinary heritage.
Godrej takes pride in nurturing emerging talent. Hence the event will witness the announcement of the top 25 content creators chosen through the premier influencer hunt Godrej L’Affaire Select. This program has scouted a pool of over 10,000 participants spanning 200 cities, towns, and villages across India. Mentored by internet sensation Ranveer Allahbadia, popularly known as Beer Biceps, the winners will be honoured and welcomed into the exclusive Godrej L’Affaire Select creators’ group.
More than 30 partner brands have partnered with Godrej L’Affaire for its sixth edition. With HSBC India being the presenting partner, the soirée will offer experiences of top lifestyle brands such as D ‘Décor, The Label Life, Elior India, Women Company, KamaSutra, Cinthol, Park Avenue Perfumes, Goodknight, Aspri Spirits, Bombay Island Coffee Company, Dubai Energy, Godrej Properties, Godrej Professional and more.
Other prominent brand partners include Godrej Capital, Godrej Yummiez, Moshi Moshi, Godrej Selfie Shampoo Hair Colour, Godrej Jersey, Godrej Magic Handwash, HIT, Godrej Agrovet (Combine & Rashinban), Godrej Real Good Chicken, Godrej aer and more.
Bright Outdoor Media Ltd is the OOH Partner for Godrej L’Affaire 2024.
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.
