MAM
upGrad promises #KaamKiDegree for MBA aspirants in new ad
NEW DELHI: Ed-tech company upGrad has come up with a new campaign called #KaamKiDegree to promote its MBA vertical. Conceptualised by The Womb, the ad taps into the surging demand for online upskilling amid the pandemic, and seeks to spread awareness on the importance of getting a degree which will help execs climb the corporate ladder to a better position and role.
Shot remotely, the video reflects on the nostalgia of the quintessential childhood game of musical chairs. It highlights the dearth of seats for MBA degrees from ‘good’ universities, thereby reinforcing the brand positioning of Sirf Naam Ki Nahin, Kaam Ki Degree.
The company’s previous campaign featuring a donkey was a big hit and generated quite a buzz on social media. The ad showed employees coming to lick a donkey – or an ass in other words – in hopes of pleasing him. The donkey symbolises the boss, who gave priority to sycophancy over talent. At the end, the protagonist refuses to lick the donkey and ends the film by saying that he needs specialisation, not ass-licking, to get ahead in his career.
upGrad CEO – India Arjun Mohan said, “Our Donkey ad, owing to its bold messaging, was received well by our target audience and saw tremendous traction amongst users. We have also been able to translate the traffic into revenue, especially our management vertical which has seen an uptake for MBA programs.”
The Womb co-founder Navin Talreja said, “It is a poignant take on the education system and admissions infrastructure in the country which is enabling the growth of the ed-tech industry. We believe it will connect with students who despite being good do not get opportunities to pursue their dream education.”
Suyash Khabya, creative head at The Womb, added that the ad is rooted in culture and reality and offers one of the deepest insights to be seen in Indian advertising for a while.
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.
