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Umesh Shrikhande joins Taproot India as CEO
MUMBAI: Umesh Shrikhande has joined Taproot India as the new chief executive officer. The announcement was made by Dentsu India Group. Shrikhande, an advertising veteran with more than 20 years of rich experience, prior to this was the CEO of Contract India.
The advertising veteran has worked closely with various divisions at Contract in the areas of design, direct and digital to enhance traditional advertising. Having worked with a variety of clients and brands such as HSBC, Cadbury, Asian Paints, Shopper‘s Stop, Philips, VIP, Bajaj Auto, BBC World, Aegon-Religare, Tata Indicom, Disney, Zoom, DNA and Grasim, Shrikhande is poised to take one of the most exciting creative boutiques in India – Taproot India, to the next level of growth and expansion. Taproot India, which now has a solid team of talented and capable professionals, will ensure that the company‘s creative quality creates new industry benchmarks.
“I‘m delighted that Umesh has chosen to join us. Aggi, Paddy and I look forward to his partnership in this exciting new phase of growth at Taproot. Umesh is an industry professional I‘ve always had the highest regard for and now, I‘m happy to have this opportunity to work with him,” said Dentsu India Group executive chairman Rohit Ohri.
Taproot will tap on Shrikhande‘s vast experience. “I am glad to have Umesh‘s vast experience on our side, which will be a guiding light for us as we scramble around doing what we think is the right thing. He is sharp, insightful and most important possesses great clarity on the way mass communication in the contemporary world works,” reiterated Taproot India co-founder and chief creative officer Agnello Dias.
Speaking on his appointment as the new CEO of Taproot India, Shrikhande said, “Aggi and Paddy are not just immensely talented, they also happen to be wonderful people who have managed to build an attractive reputation for Taproot, despite of the huge competitive environment. I consider it a delightful privilege to get this opportunity to work with them and with their wonderful and energetic team.”
Shrikhande along with the team will collectively endeavour to build on Taproot‘s innate strengths and culture to create a stronger organisation. “I hope that my understanding of strategy, people and relationships, helps me to make a difference,” he added.
“With the kind of experience Umesh has and the number of youngsters Taproot has, it will be a wonderful blend,” said Taproot India co-founder and chief creative officer Santosh Padhi.
Shrikhande, a management graduate from Jamnalal Bajaj Institute of Management Studies had started his career with Lintas (now Lowe Lintas & Partners), where he spent six years. Thereafter he was a core member of Team Contract that led the agency to great success, after which in 2008 he took over as the CEO of Contract India. After a successful spell of nine years at Contract India, he then joined Euro RSCG.
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.
