MAM
Sony Pictures, P9 Integrated offer brand partnerships for ‘Spiderman 3’
MUMBAI: Sony Pictures India Ltd has roped in P9 Integrated in an exclusive marketing deal for it’s upcoming feature Spiderman 3. A replication of an International approach towards signing on brands to leverage the success of a movie, at an event held in Mumbai the two companies proposed the multiple opportunities for strategic marketing partnerships with the film.
Sony Pictures manager marketing Harshavardhan Gangurde said that the tie-ups for the film that have already been cemented include Horlicks, General Mills Diptricks, Sony Ericsson and Sony. A point of note here, however, is that the association with Horlicks – a GroupM client – was initiated by GroupM’s entertainment division BroadMind.
Among the clients present at the event were representatives from Camlin and Hansaplast, which had also tied up with Krissh.
Reiterating the benchmarks that Spiderman 2 provided the five Indian brands that opted to ride the film activation route, Gangurde in his presentation highlighted the many avenues that these brands namely Airtel, Sony Ericsson, Kellogs, Sony and Mirinda benefited from the associations.
Camlin Ltd VP sales and marketing Mahesh Joshi said that they would have to consider entering into a deal for Spiderman 3 as the timing of the movie release in May will not be favourable to kids as it will be during the vacation months. However, a post release period that coincides with the back to school season could be considered for a marketing initiative.
With soaring optimism, Gangurde said that if Spiderman 2 could create history with a Hollywood film opening weekend record for the Indian box office with an overall gross of Rs. 342 million, then the success of Spiderman 3 he estimates will only be doubled. “It is poised to be the biggest grosser of Hollywood this year,” he adds.
Spiderman 3 is slated to release worldwide (simultaneous date and time release) on 4 May in four languages English, Hindi, Tamil, and Telugu therefore inviting brands with a large presence in these vernacular markets an avenue for marketing tie-ups, co-branded associations, multiplex activations, merchandising and licensing opportunities with apparel, accessories, stationary, electronics and even branded foods.
P9 Integrated CEO Navin Shah said, “A detailed presentation like this helps the companies in knowing the essence of the particular film and understanding the plethora of opportunities they can leverage from associating with it, it gives them a platform to understand the various avenues that this medium can give for their brands and products viz a viz of them using traditional mediums, We are happy to be an exclusive marketing partner for Spider-Man 3and will ensure a maximum return on investment for companies looking forward to associate with this film, which is poised to be the biggest grosser of 2007.”
Sony Pictures India Ltd CEO Uday Singh said, “We are glad to be partnering with P9, who has been providing tailor-made and resourceful marketing solutions to production houses and Studios all over, we would like to leverage on their expertise in providing parallel revenue models to producers and simultaneously provide prominent podiums for Corporate and Media to utilize entertainment brands as an effective catalyst in their marketing mix.”
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.
