MAM
‘You can save her’ Paperboat in Magic Bus
MUMBAI: Magic Bus launched its first-ever public appeal TVC ‘You can save her’. The video, featuring Abhishek Bachchan, is aimed at the public and attempts to spur involvement in ending poverty.
The storyboard follows a well-to-do family’s chance encounter with a girl child caught in an exploitative web of child labour, and a life without education. It goes on to show how individuals can take a step to save her from losing her childhood to marriage or exploitative labour.
Magic Bus will reach out to mainstream media like Star Plus to showcase the ad film. The film will also be launched on Magic Bus’sYouTube channel. The TVC has been created by Paperboat Design Studios.
Magic Bus India Foundation founder Matthew Spacie said, “Every time we read the newspaper or step out of our homes, we witness children living in worst possible circumstances. This video appeal is our attempt to provide urban, educated people to be directly part of a solution. When you support a child on the Magic Bus programme, you ensure she goes to school, escapes child marriage and has a salaried job when he or she grows up.”
Bollywood heartthrob Abhishek Bachchan, said, “I have spent time with Magic Bus’ children and youth and what’s wonderful is that their approach works – changing one life at a time for the better.”
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.
