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Wework Works the Roads with Atrium OOH Splash
26×13 ft design led installs light up Gurugram enterprise hubs.
MUMBAI: If office space is about location, Wework India has taken that mantra quite literally to the streets. Wework India Management Limited has rolled out a high-impact, design-led out-of-home campaign across Gurugram ahead of the launch of Wework Atrium Place, its latest enterprise-focused workspace in Udyog Vihar. The campaign, which went live in the first week of January, targets senior leaders and enterprise teams during peak commute hours across the city’s busiest business corridors.
Instead of traditional billboards, the brand has opted for large-format, architectural-style installations measuring 26×13 feet. Positioned across four high-visibility locations Sikanderpur, Golf Course Road, outside DLF Cyber Hub, and outside Ambience Mall on NH-8, the executions aim to transform everyday traffic routes into immersive brand moments.
Each installation uses bespoke, custom-built formats featuring backlit extended structures, sculptural acrylic lettering, and illuminated box elements. The result is less roadside advertising and more urban design statement, crafted to introduce depth, dimension and a premium aesthetic into Gurugram’s commercial skyline.
Rooted in a design-first philosophy, the creative approach leans on clean layouts and restrained messaging. Built for high-speed arterial roads, the visuals are engineered to deliver impact within seconds, balancing clarity with sophistication and reinforcing an enterprise-first brand identity without overwhelming the viewer.
Wework India chief marketing officer Debosmita Majumder said the campaign was built around context and attention. “OOH works best when it sits at the intersection of context and attention. For the launch of Wework Atrium Place, we focused on enterprise corridors where senior leaders and decision-makers are already primed to engage during their daily commute. Every element, from the scale and premium formats to the launch-led storytelling, has been designed to command attention without being intrusive, while reinforcing a clean, confident, enterprise-first brand language.”
The outdoor rollout forms part of a broader integrated launch strategy, amplified through digital media, social platforms, influencer collaborations and owned channels. The selected sites sit within Gurugram’s most established business districts, ensuring repeated exposure among enterprise professionals within the natural catchment of WeWork Atrium Place.
Conceptualised in-house by the Wework India team and executed in partnership with OAP India, the campaign sets the tone for the opening of Wework Atrium Place at DLF Atrium Place in Udyog Vihar. Designed for large organisations navigating hybrid and evolving work models, the new centre positions itself squarely at the intersection of flexibility and enterprise scale.
In a city where billboards often blur into the background, WeWork’s latest move makes a simple point, sometimes, to sell workspace, you first have to own the space outside it.
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.
