In a move that’s raising eyebrows and turning heads, Kolkata is set to unveil a colossal 21-meter (70-foot) iron statue of football superstar Lionel Messi,despite the fact that the Argentine legend won’t even be in the country for the event. The statue, depicting Messi hoisting the FIFA World Cup, is being touted as a “historic” tribute, but critics are already questioning whether this is just another over-the-top celebrity spectacle.

The statue is the centerpiece of the so-called “GOAT Tour,” a multi-city marketing blitz that will see Messi connecting with Indian fans,virtually, of course. Organizers are hyping up a possible meeting with Prime Minister Narendra Modi, as if Messi’s digital presence alone is enough to warrant a summit with India’s top leader. The message is clear: Messi mania is being used to grab headlines and boost egos on both sides.

While Messi himself won’t set foot in Kolkata, fans are being promised a “virtual” experience, complete with a “Hola Messi” fan zone. The fan zone features a life-sized replica of Messi on a throne and a mock-up of his Miami home, complete with mannequins of his family. Some are calling it immersive; others are calling it a bizarre shrine to celebrity worship.

The hype doesn’t stop there. Messi is scheduled to “meet” Bollywood icon Shah Rukh Khan and cricket legend Sourav Ganguly, in what’s being billed as a cross-cultural extravaganza. The message: Messi isn’t just a footballer,he’s a global brand, and India is rolling out the red carpet, even if it’s only for his digital avatar.

In a carefully crafted statement, Messi gushed about his “special connection” with India, referencing a visit from 14 years ago. The PR machine is in full swing, with Messi promising to “meet a new generation of fans” and share his love for the game. But with no physical appearance, some are left wondering if this is more about spectacle than substance.

The “GOAT Tour” will hit Kolkata, Hyderabad, Mumbai, and New Delhi, with Messi expected to participate in friendly matches and even attend a concert in his honor,again, virtually. The events are being hyped as game-changers for Indian football, but skeptics say it’s just another example of celebrity culture overshadowing real progress in the sport.