New Delhi: GroupM, WPP's media investment group in India, Goat (part of WPP) and Xley by Mad Influence have partnered with TotalEnergies Marketing India (TEMIPL) to launch the #LambaChalega anthem—an influencer activation for the Hi-Perf engine oil by TotalEnergies.
This influencer activation, GroupM said, 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.
The campaign was led by “Lamba Chalega” anthem, referring to Hi-Perf engine oil’s performance. The campaign also featured a hook step set to a track.
The campaign started with an Instagram activation, featuring influencers from fitness, biking, food, travel, and lifestyle categories performing the signature dance step to achieve the Guinness World Record.
The campaign expanded to 3,000 influencers across India— including nano, micro, macro, and celebrity tiers.
Influencers such as Varun Dhawan, Awez Darbar, Amol Kamble, Kheshavi Chhetri, and RJ Tripti were featured.
Goat led the strategy and execution of this campaign.
Xley by Mad Influence optimised influencer selection and managed the execution of this campaign through its platform using AI-powered influencer discovery, content submission and real-time tracking.
Following 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 this campaign.
Ashwin Padmanabhan, Chief Operating Officer, 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 highlights the power of inclusivity—ensuring that every voice contributes to a shared objective.”
“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, Xley by Mad Influence.
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