MAM
Sunfeast Fantastik tells Gen Z to swipe left on exes and right on self
#DumpYourExCess 2.0 returns with dating app tie-up and digital closure tools.
MUMBAI: Breaking up just got a brand-new block button. After sparking strong buzz and youth-led traction in its debut outing, Sunfeast Fantastik is back with #DumpYourExCess 2.0, dialling up the drama, humour and cultural bite by partnering with a global dating app to nudge Gen Z towards one radical idea, moving on starts with swiping right on yourself.
The second edition builds on the campaign’s original provocation, encouraging young adults to finally let go of digital baggage by blocking their exes across social media platforms. This time, the payoff is sweeter. Participants who take the plunge receive a one-month free subscription to the dating app, along with a range of prizes, turning closure into a small but celebratory win.
At its core, #DumpYourExCess 2.0 taps into a reality of modern relationships, where break-ups rarely end cleanly and often linger through notifications, old chats and algorithm-driven reminders. By reframing blocking as an empowering act rather than a bitter one, the campaign positions “moving on” as a positive, self-first choice rather than emotional defeat.
ITC vice president and business head for chocolates, coffee and confectionery Subash Balar said young consumers now experience relationships and break-ups largely online. He noted that the campaign aims to transform a simple act of closure into something empowering, reinforcing the brand’s intent to stay culturally relevant and emotionally honest with younger audiences.
Driving the movement is the #DumpYourExCess Hotline, a dedicated Whatsapp chatbot where users publicly pledge to block their ex. Every participant receives a personalised, shareable digital badge, turning a private emotional milestone into a conversation starter. The chatbot also collects real stories of closure and routes users towards further online and on-ground campaign touchpoints, ensuring the idea travels beyond fleeting social media posts.
The initiative will be amplified through campus ambassador-led activities across Valentine’s Week, college engagements featuring status bands, and a high-impact digital out-of-home installation. By blending humour, digital behaviour and real-world participation, Sunfeast Fantastik is once again leaning into a space few brands dare to own, proving that for Gen Z, even heartbreak can be rebooted with a little wit and a clean break.
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.
