GroupM, WPP's media investment group in India, has partnered with TotalEnergies Marketing India Pvt. Ltd. (TEMIPL) to launch the #LambaChalega anthem, a unique advertising campaign centred around TotalEnergies' high-performance Hi-Perf engine oil. The campaign has 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 taking part on launch day.
The #LambaChalega anthem, which symbolises the long-lasting performance of Hi-Perf engine oil, is brought to life through a high-energy track and signature hook step that celebrates endurance, vibrancy, and longevity. This initiative aims to unite diverse communities, professions, and regions across India.
The campaign kicked off with a record-breaking Instagram activation, featuring influencers from various categories including fitness, biking, food, travel, and lifestyle, all performing the signature dance to achieve the Guinness World Record. The campaign now extends to over 3,000 influencers across India, including nano, micro, macro, and celebrity tiers, ensuring broad participation and a widespread creative impact.
Prominent influencers such as Varun Dhawan, Awez Darbar, Amol Kamble, Kheshavi Chhetri, and RJ Tripti have been key figures in driving the campaign, ensuring inclusive representation from every corner of the country. This campaign underscores the importance of cultural diversity, making it resonate deeply with audiences nationwide.
Ashwin Padmanabhan, Chief Operating Officer, GroupM South Asia, commented, “In a low-engagement, highly competed 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 Total Energies for achieving a remarkable milestone in influencer marketing, setting new benchmarks for the industry.”
