GroupM has partnered with TotalEnergies Marketing India Pvt. Ltd. to launch an influencer-driven campaign that set a Guinness World Record. 

According to MN4U, the campaign for TotalEnergies’ Hi-Perf engine oil achieved the title for “Most Videos of People Dancing to the Same Song Uploaded to Instagram in One Hour,” with over 400 influencers participating on the launch day.

The campaign centers around the “#LambaChalega” anthem, which reflects the engine oil’s long-lasting performance promise. The song features a signature dance step symbolizing endurance and longevity—key attributes of the Hi-Perf product. 

This choreographed element has connected people across different regions and communities throughout India, whose creator economy has expanded from 962k influencers in 2020 to 4.06 million in 2024, marking a 322% increase that reflects the growing importance of creator-driven content in brand marketing strategies, according to influencer marketing platform Qoruz.

Multi-Tiered Influencer Strategy

The record-breaking activation expanded to include more than 3,000 influencers ranging from nano to macro-influencers and celebrities. The campaign engaged content creators across various categories including fitness, biking, food, travel, and lifestyle sectors.

Notable personalities leading the campaign include Varun Dhawan, Awez Darbar, Amol Kamble, Kheshavi Chhetri, and RJ Tripti, who represent different parts of India. This diverse approach has helped make the campaign relatable to a broad audience spectrum.

Ashwin Padmanabhan, Chief Operating Officer of GroupM South Asia, commented on the campaign: “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.”

Padmanabhan adds, “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.”

Social media has become an invaluable tool for India’s automotive industry. Research from Meta and the Federation of Automobile Dealers Associations (FADA) reveals that 72% of new automotive buyers in the country discover car brands and models through Meta’s platforms. The study shows that 84% of buyers use digital channels for evaluation compared to 29% using print media.