MAM
Social Wavelength to represent Radian6 in India
MUMBAI: Mumbai-based social media agency Social Wavelength has partnered with Canada based social media monitoring agency Radian6. The Indian agency will be the representative for the Canadian agency in India.
The partnership between Radian 6 (part of Salesforce.com) and Social Wavelength entails that all business of Radian 6 in India will largely be handled via Social Wavelength. Any leads generated by Radian 6 directly on their website, or through any other means, will come to Social Wavelength, to be managed further. Social Wavelength will also do its own independent marketing, and lead generation to sell maximum licenses of Radian 6.
This will also include the large existing client base of Social Wavelength to whom the services of Radian 6 will be offered. Radian6’s clients include Dell, General Electric, Kodak, PepsiCo, Microsoft, Edelman, Ogilvy Public Relations Worldwide and Weber Shandwick.
Social Wavelength joint CEO Sanjay Mehta said, “Over the last 3.5 years that we have been in the social media space, we have worked with number of social media monitoring tools, including Raidan 6. In terms of extent of coverage of content on social media, the user interface, the dashboards, the flexibility, the extensive reporting that it offers, and the many value-added features that it has and which it keeps introducing, we found no other tool to compare with Radian 6. Keeping this in mind, we started our discussions with Radian 6, and concluded this agreement with them recently.”
While Radian 6 is a social media monitoring tool, often, in order to put together a solution of social media monitoring, there is a need for services, beyond the tool. These services will then be offered by Social Wavelength, to whoever may be interested. Therefore clients now get a one-stop solution of the tool and the services.
Social Wavelength offers services like social media monitoring, online reputation management and social media analytics.
“On account of ongoing support, training and sharing of global best practices, Radian 6 adds tremendous value on an ongoing basis. Likewise, Social Wavelength, on account of their hands-on experience, working with large number of clients, and understanding the Indian landscape very well, is able to bring that value to the table, and the resultant combination is a perfect match for the end-client,” said Mehta.
Social Wavelength will be conducting events and workshops together for the benefit of users in India aiming to gain participation from marketing folks, customer service teams, market research agencies and corporate communication persons.
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.
