MAM
The Effies 2011 introduces new categories
MUMBAI: Since the time of launch, The Ad Club Bombay organised- Effies has seen a steady rise in the number of entries it receives every year. For 2011, Ad Club has received 300 entries for the marketing and communication awards.
Effies 2011 has seen an increase of 24 entries over the year ago. It is the highest ever since Effie became part of the India Advertising Festival.
This year the Ad Club, after consulting the industry thought leaders, has introduced the new categories/changes at Effies 2011.
B2B Advertising, Rural Advertising and Regional Advertising have been introduced as three new categories. Electronic Goods has been added as an additional sub category under Consumer Durables. This year, Corporate Advertising is sub divided into Corporate Reputation and Social Cause. Also, Internet and Mobile Advertising has been clubbed as Digital Advertising (online / mobile communications).
The Effie judging process is split into two rounds. Round I scores are for short listing and Round II scores are for deciding the metals. The jury panel has presence of some of the best known names from the marketing fraternity and account planners from the Advertising Agencies. The judging process is conducted in conformity with the Rules and Regulations laid down by Effies New York.
The final round of judging will happen on 7 December in Mumbai. This round will be represented by the people from marketing and advertising industry.
Marico Limited and Times Television Network are the associate sponsors and Brand Equity is the Bravery Award Sponsor.
The Effie Awards in the presence of Advertising, Marketing, Media, PR and Research fraternity is scheduled for 14 December 2011 in Mumbai.
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.
