MAM
Update Geotarget launches digital campaigns to elevate country’s first narrowcasting platform
MUMBAI: Update Geotarget has launched the digital campaigns #AbDigitalKaPowerTVPe and #MakeAnAdForEveryIndia to reach media planners and marketers who aim to connect with consumers across India, targeted locally through regional, relatable and relevant content.
#AbDigitalKaPowerTVPe enlightens media planners and brand managers about Update Geotarget’s solution that enables them to reach audiences across the country. With a selection of diverse ad formats on 2,500+ free-to-air cable TV channels, the narrowcasting ad platform delivers the brand message deep and wide with minimum spillover. With the help of its geotargeting platform, Update allows marketers to slice and dice the brand message with high precision. It helps to target the right audience and create effective campaigns from the word go.
#MakeAnAdForEveryIndia highlights the significance of personalised messaging and advertising to reach Indians with varied purchasing and consumption patterns in every region. In a diverse country with 700+ dialects and 60+ scripts, Update Geotarget’s platform empowers brands to effectively communicate with their target audiences in the their mother tongue, or the language they think in. With inventory on high quality hyperlocally curated regional content, the platform delivers a highly engaged audience to marketers.
Only 10 per cent of India’s population lives in the top 10 metros, the majority thriving in rural areas. However, digital literacy is much higher in metros. This points to a gap that has been challenging brands and marketers when they design pan-India consumer engagement campaigns. The campaign thus highlights the uniqueness of every region in India and the need for regional and multilingual approach to engage with consumers.
Update Geotarget is India’s first-ever narrowcasting advertising solutions agency that has grown to become the only all-India advertising concessionaire for many multi-service operators (MSOs), serving over 120 million households across more than 8,000 towns.
Update Geotarget founder and MD Sharad Alwe said: “In India, every region is unique and it is a vast, diverse nation – especially in regions beyond metros. Through our digital campaigns, #AbDigitalKaPowerTVPe and MakeAnAdForEveryIndia, we wish to apprise planners and brand managers about our innovative solutions and ability to reach 500 million individuals.” He added: “With Update Geotarget’s state-of-the-art platform, we connect where the internet cannot. With our inventory of cable channels, we want to target every audience with minimal spillover through narrowcasting.”
Update Geotarget, with its pioneering solutions in ‘narrowcast’ advertising, bridges the gap via hyperlocal targeting, deep penetration and cost-efficiency. This enables media planners to go beyond metros to cover their target consumer base effectively.
#AbDigitalKaPowerTVPe and #MakeAnAdForEveryIndia will be displayed on targeted digital platforms. They will direct marketers to Update Geotarget’s solutions to create campaigns with a pan-India reach and hyperlocal targeting, resulting in optimal return on investment.
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.
