Mumbai: GroupM has launched an innovative influencer-driven campaign in partnership with TotalEnergies Marketing India Pvt. Ltd. (TEMIPL). The campaign, centered around the #LambaChalega anthem, promotes the high-performance Hi-Perf engine oil by TotalEnergies. In a remarkable feat, the initiative set a Guinness World Record for the “Most Videos of People Dancing to the Same Song Uploaded to Instagram in One Hour,” with over 400 influencers participating on launch day.
At the core of this activation is the “Lamba Chalega” anthem, which reflects Hi-Perf engine oil’s promise of long-lasting performance. The anthem’s energetic track is accompanied by a signature dance step, symbolizing endurance, vibrancy, and longevity—attributes that the engine oil aims to promote. The catchy hook and choreography have sparked a nationwide movement that connects people across regions, professions, and communities, highlighting TotalEnergies’ message of reliability and lasting power.
The campaign’s launch marked a world record-breaking activation on Instagram, where influencers from various categories—including fitness, biking, food, travel, and lifestyle—performed the dance step, joining the collective effort to break the record. Expanding the reach even further, over 3,000 influencers, ranging from nano to macro influencers and celebrities, participated, creating a vibrant network of creativity that spans the entire country.
Notable personalities, including Varun Dhawan, Awez Darbar, Amol Kamble, Kheshavi Chhetri, and RJ Tripti, spearheaded the campaign, ensuring diverse representation from every corner of India. This multi-tiered influencer approach embodies the campaign’s emphasis on inclusivity and cultural diversity, making it relatable to a broad spectrum of audiences.
Ashwin Padmanabhan, Chief Operating Officer, GroupM South Asia, commented on the campaign’s impact, saying, “In a low-engagement, highly competitive category like 2-wheeler engine oils, creating maximum impact and awareness requires innovative approaches. Influencers play a pivotal role in amplifying reach, and this initiative highlights the power of inclusivity—ensuring that every voice contributes to a shared objective. With this groundbreaking effort in India, we are not just setting a world record but redefining how brands can harness the collective energy of millions through creative collaboration. We commend TotalEnergies for achieving a remarkable milestone in influencer marketing, setting new benchmarks for the industry.”
