MAM
Zoo Media & KraftJar partner to boost experiential marketing and IP development
Mumbai: In a strategic move within the Indian Experiential Marketing industry, Zoo Media, an Indian agency network, and experiential marketing agency KraftJar are partnering to deliver seamless, end-to-end experiential marketing solutions, combining offline (on-ground) and digital strengths to drive business growth & end-user experience. Here’s a look at their joint vision and its impact on the Indian market.
Brands often face the challenge of maintaining a unified narrative while managing multiple agencies. One of the primary motivations behind this partnership is the need for a consistent and cohesive marketing strategy that spans both offline and online platforms. This partnership offers a streamlined end-to-end solution, ensuring that brand messaging remains consistent and impactful across all channels.
“Offline and digital marketing have often operated in silos, and our partnership with KraftJar is set to change that. By integrating consumer touchpoints both offline and online, we are in a unique position to weave consumer stories that transition and integrate the digital world,” emphasised Zoo Media Network co-founder Suveer Bajaj.
Leveraging Experiential Marketing for Indian Brands
KraftJar’s core expertise of conceptualizing & curating long-term experiential intellectual properties for brands will now be accessible to Zoo Media’s extensive client base across the Indian subcontinent.
‘‘We are really excited about our partnership with Zoo Media,’’ stated KraftJar co-founder Sandeep Pandit. ‘‘We strongly believe that there is immense opportunity in India when it comes to Intellectual Properties (IPs) in Experiential Marketing and brands are yet to tap into the full potential of this space. In Zoo, we have found a partner that shares our DNA and core values. Combining Zoo’s immense experience and specialized tools in digital marketing with KraftJar’s IP approach & experience, we form a powerful team. Together, we can devise cohesive strategies that help brands scale to the next level while creating a loyal tribe of followers through experiential marketing initiatives.’’
KraftJar co-founder Parth Desai expanded on that, “Our philosophy has always been to work alongside brands as partners to impact brand visibility and genuine engagement with their target audiences. This partnership gives us the ability to leverage Zoo Media Network’s extensive client base and set up the platform to create new experiences for the end consumers.”
In an era where marketing is becoming increasingly complex, this partnership stands as a symbol of simplicity and efficiency. Brands no longer need to juggle multiple agencies and points of contact. Instead, they can rely on this unified powerhouse to solve their complex marketing problems with a cohesive strategy and execution plan.
The teams at Zoo Media and KraftJar share a remarkable synergy, bringing together a wealth of experience and a deep understanding of the market dynamics. Their combined expertise will enable clients to receive service and strategic insight to the highest standards, making this partnership a natural fit
Talking about the partnership, Suveer said, “Zoo’s growth strategy has involved diversification from a services company to building products and IPs, and this partnership is aligned with our goals. By helping our brand partners establish Intellectual Property for themselves, we ensure that we are intrinsically building value for them (and for ourselves). Sandeep and Parth demonstrate the key traits of entrepreneurship that align well with our culture and values at Zoo.”
This strategic alliance between Zoo Media and KraftJar is set to offer a comprehensive, unified solution that bridges the gap between offline and online marketing.
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.
