MAM
Veeba targets modern youth in first brand campaign
MUMBAI: Sauces, dressings and dips brand, Veeba, has launched its first national marketing campaign, with a strategy to align itself closely with the creativity in Indian kitchens under the strapline “Aaj Kya Khaoge?”
Starring Amit Sadh and Shruti Seth in an endearing relationship, the campaign aims to inspire and capture the excitement of creating something new and ‘empower’ young Indians to be creative and experiment every day. The campaign was created in partnership with an integrated cross-agency, multi-disciplinary team of TapRoot Dentsu, and MSix.
Set in a modern Indian context, the ads capture the friendly banter between husband and wife, father and daughter, and those moments of truth when you discover the difference that Veeba sauces have made to the meal. ‘Aaj Kya Khaoge’ is the governing thought behind Veeba’s new brand campaign and reflects the insight that there’s an innovator in every kitchen who is waiting for the right springboard and Veeba aims to be that enabler in every kitchen with its wide range of authentic tasting as well as better-for-you products that can unleash that creativity.
VEEBA food services founder and MD Viraj Bahl says, “With Veeba every member of the family could cook and consume the food. One of the most asked question in every household is “Aaj Kya Khaoge?” and our wide range of tasty products aim to answer just that. We have a product for every mood and occasion. Even though we are relatively new in the retail space, the response to our products has been overwhelming. Buoyed by this love and appreciation, we felt it was the right time to invest in increasing the brand awareness and recall, creating a platform for future growth.”
Taproot Dentsu creative head Titus Upputuru adds, “Kitchen is the new playground. Men and women are increasingly finding joy in being creative with food. This is where we found the sweet spot for Veeba’s first television campaign.”
mSix India leader Saket Sinha says, “As the media agency on record for Veeba, mSix is planning to engage consumers with various touch points across a multi- channel integrated campaign. With our deep understanding of the brand and data to support our inference, mSix is rolling out a sharp targeted content driven media campaign that has been created panning across TV, digital and cinema over the next two months. We will put our best to deliver the desired outcome for Veeba.
The campaign has four creative expressions and will be aired across multiple genres such as GEC, English entertainment, movies, music and kids networks.
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.
