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Vivo partners Vh1 for eight international award shows
MUMBAI: Vh1 India once again raises the bar by partnering with leading global smartphone brand Vivo Electronic Corp, for eight of their international awards.
The association will have Vivo on board as presenting sponsor for MTV Movie & TV Awards, Billboard Music Awards, Video Music Awards, Europe Music Awards, American Music Awards and Brit Awards and powered-by sponsor for Golden Globe Awards and Grammy Awards. This association starts with the first of the eight International Awards – MTV Movie and TV Awards.
Touted to be one of Hollywood’s Wildest Nights, the 2017 MTV Movie and TV Awards recently broke the internet with its bold step towards breaking gender barriers by having gender neutral nominations categories – a move that was appreciated across the world. The awards, which promise to be the biggest party of the year will be aired exclusively on Vh1, one hour post the live show from the Shrine Auditorium in Los Angeles for the viewing pleasure of the Indian audience on 8 May, 2017 at 6:30am with a prime time repeat on the same day at 9 PM only on Vh1.
Vh1 has launched a robust, 360-degree promotional plan for the upcoming awards that connects with audiences across all platforms. The channel has tied up with over 450 on-ground partners, engaging with consumers across multiple outlets of bars, spas, gyms, cafes and more, thereby innovatively reaching out to audiences across 35 cities via customised fitness workshops, blogger makeovers, award-ready grooming tutorials and the largest on-ground linked digital contest across all the above partnerships.
Amongst the on-ground partnerships, Vh1 will also be hosting Vivo Award Nights and Vivo Award Trivia Nights at 40 hotspots across 15 cities. The partnership also comprises a strong college connect program, where the MTV Movie and TV Awards would be promoted across 200 colleges in 19 cities through cool contests, Vivo Morning Alarm Parties, Vivo India Award Frenzy- Snapchat Relay, Award screenings at popular youth hangouts. Fun activities like Vivo perfect selfie contests will also be done across multiple college festivals, along with the Vivo red carpet walk. Going a step further, a few lucky fans will get a once-in-a-lifetime opportunity as Vivo & Vh1 will make it possible for them to attend the international award ceremonies live, at bucket-list destinations like Los Angeles and Las Vegas!
Vivo India CMO Vivek Zhang said, “We constantly strive to come up with delightful associations to strike a chord with our target audience, that is youth. Vh1 is one of the most popular music channels. Vh1 is also taking special initiative to promote the awards on a wide scale including on-ground activation.”
Viacom18 head – English and youth entertainment Ferzad Palia said, “We at Vh1 are known for providing creative brand solutions to our partners to drive synergies between the brand and the property they’re associating with.”
The partnership would range across the illustrious list of awards airing on the channel, such as MTV Movie and TV Awards, Billboard Music Awards, MTV Movie & TV Awards, Billboard Music Awards, Video Music Awards, Europe Music Awards, American Music Awards and Brit Awards, besides Golden Globes and Grammys. The partnership between Vivo and Vh1 reiterates the channel’s position as India’s go-to destination for International Music, entertainment and pop culture.
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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.
