MAM
Truecaller collaborates with The Womb for communication duties
Mumbai: Truecaller has roped in The Womb to chart out an impactful communication drive in India. The agency will be responsible for the brand’s communication strategy, thereby propelling long-term brand building through the power of robust strategic thinking and powerful storytelling.
Speaking on the partnership, Truecaller chief commercial officer Kari Krishnamurty said, “We are delighted to welcome The Womb as our creative partner in India. The Womb has proven expertise that helps reach the consumer with meaningful storytelling. Together, we are looking forward to creating more impact and elevating our brand proposition, making Truecaller an obvious choice for every consumer to experience safety in communication.”
The Womb co-founder Kawal Shoor said, “The team at Truecaller is young and restless. They are ready to take on challenges head-on and are not scared to take risks or to do things that have never been done before. This makes a great culture fit with what we believe and the work we create. We are up for the challenge and are excited. Shouldering the responsibility of a young tech brand, we are geared up to face the challenges and grab the opportunities with both hands to create work that is simple yet unignorable.”
Kawal further added, “Over the years, Truecaller has been working towards empowering consumers to make the right choices. We feel it’s a great time to take this opportunity to the next level and engage with the consumers at a deeper level, which is beyond just being a caller ID. We feel that in the last seven years, we have just touched the tip of the iceberg and there is so much more that Truecaller has to offer to ‘Bharat’.”
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.
