TotalEnergies, in collaboration with GOAT (part of WPP) and Xley by Mad Influence, has officially set a new GUINNESS WORLD RECORDS title for the "Most videos of people dancing to the same song uploaded to Instagram in one hour." With over 400 unique videos uploaded within 60 minutes, the campaign now holds a place in GUINNESS WORLD RECORDS history as one of the largest influencer-led activations ever conducted.
The record-breaking campaign was part of the launch of the #LambaChalega anthem, an innovative advertising initiative highlighting TotalEnergies' high-performance Hi-Perf engine oil. The anthem, designed to symbolize endurance, vibrancy, and longevity, was brought to life through an energetic track and a signature hook step.
More than 400 influencers from across India participated in the launch day activation, showcasing the power of digital influence at an unprecedented scale. Bollywood superstar Varun Dhawan, along with prominent influencers such as Awez Darbar, Amol Kamble, Kheshavi Chhetri, and RJ Tripti, led the campaign, which generated massive online engagement and reinforced the importance of influencer marketing in modern brand strategy.
“This is a historic moment for influencer marketing, and we are incredibly proud to have played a key role in making it happen. Thanks to the incredible teams at GOAT and TotalEnergies, Xley powered influencer selection and execution at an unprecedented scale. This campaign is proof that influencer marketing is no longer just about collaboration—it’s about creating movements that redefine brand engagement on a global level,” said Gautam Madhavan, Founder and CEO of Xley by Mad Influence.
The initiative brought together influencers from diverse categories, including fitness, biking, food, travel, and lifestyle, ensuring widespread cultural impact. The campaign now extends to over 3,000 influencers across India, covering nano, micro, macro, and celebrity tiers, maximising participation and reach.
GOAT, a global leader in influencer marketing and part of WPP, led the strategy and execution of this historic campaign. Through its vast network and expertise in scaling digital activations, GOAT ensured seamless participation and maximum reach.
As a key partner in the campaign, Xley by Mad Influence optimised influencer selection and managed the entire execution through its cutting-edge platform. From AI-powered influencer discovery to content submission and real-time tracking, Xley ensured a seamless, tech-driven execution.
Following strict verification protocols, an Official Adjudicator from GUINNESS WORLD RECORDS® confirmed the achievement on-site and presented the official GUINNESS WORLD RECORDS® certificate to the teams behind the record-breaking campaign.
This initiative marks a significant shift in how brands leverage digital creators at scale. By combining GOAT’s execution expertise, Xley’s technology, and TotalEnergies’ vision, this campaign has set a new benchmark for influencer-driven activations.
Watch the video here.
