GroupM Sets Guinness Record with TotalEnergies’ #LambaChalega Influencer Campaign

GroupM, WPP’s leading media investment group in India, has partnered with TotalEnergies Marketing India Pvt. Ltd. (TEMIPL) to launch an influencer-driven campaign promoting the Hi-Perf engine oil. The campaign, powered by the #LambaChalega anthem, 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 participating on the launch day.

Dancing to Success with #LambaChalega

At the heart of this campaign is the catchy #LambaChalega anthem, designed to promote the Hi-Perf engine oil. This fun and energetic dance move quickly went viral, uniting creators and influencers from different regions, professions, and communities and spreading the brand‘s message.

Launch on Instagram

The campaign’s launch set a Guinness World Record on Instagram. Influencers from all walks of life, including fitness, biking, food, travel, and lifestyle categories, performed the signature dance step. The campaign didn’t stop there; it grew to include over 3,000 influencers, ranging from nano to macro influencers and even celebrities. This massive participation built a network of creativity and entertainment that reached audiences nationwide.

Diverse Representation of the Campaign

The campaign roped in some of India’s most popular personalities to maximise impact and ensure widespread reach, including Varun Dhawan, Awez Darbar, Amol Kamble, Kheshavi Chhetri, and RJ Tripti. This strategic choice of celebrities and influencers guaranteed diverse representation, making the campaign relatable to audiences from every corner of the country.

Insights from the Leader

Ashwin Padmanabhan, Chief Operating Officer of GroupM South Asia, said. “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 highlighted the power of inclusivity. This ensured that every voice contributes to a shared objective. We achieved a remarkable milestone in influencer marketing, setting new benchmarks for the industry.”