Mumbai: GroupM , WPP’s media investment group in India, has partnered with TotalEnergies Marketing India Pvt. Ltd. (TEMIPL) to launch the #LambaChalega anthem—an advertising campaign spotlighting the high-performance Hi-Perfengine oil by TotalEnergies. This groundbreaking influencer activation 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 heart of the campaign is the “Lamba Chalega” anthem, symbolizing Hi-Perf engine oil’s long-lasting performance and universal appeal. This message comes to life through a signature hook step set to a high-energy track, celebrating endurance, vibrancy, and longevity. The movement aims to unite diverse communities, professions, and regions across India.
The campaign kicked off with a record-breaking Instagram activation, featuring influencers from fitness, biking, food, travel, and lifestyle categories performing the signature dance step to achieve the Guinness World Record. Expanding to a network of over 3,000 influencers across India—including nano, micro, macro, and celebrity tiers—it creates a chain of creativity that transcends boundaries.
Prominent influencers such as Varun Dhawan, Awez Darbar, Amol Kamble, Kheshavi Chhetri, and RJ Tripti lead the charge, ensuring diverse representation from every corner of the country. The campaign underscores inclusivity and cultural diversity, resonating with audiences nationwide.
Ashwin Padmanabhan, Chief Operating Officer, GroupM South Asia said, “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.”
