Total Energies – Lamba Chalega (Will Last Longer)

Wavemaker India was appointed by TotalEnergies Marketing India Private Limited (TEMIPL) to produce and promote the launch of its new and exciting integrated marketing campaign for Hi-Perf lubricants, TotalEnergies’ range of high performing motorcycle engine oil.

Through this new campaign, TEMIPL aims to create awareness and conversations around the product range and thereby driving engagement within their target group – mechanics, retailers, and two-wheeler owners. Featuring multi-talented actor, Pankaj Thripathi, the 45-sec film reaffirms the product brand’s dual promise of 82% better wear engine protection (against industry test limit) and optimal engine performance for your motorcycle.

We crafted an integrated campaign through the medium of qawwali, a form of Sufi Islamic devotional singing, which is a popular musical art form amongst the target group and spread it across traditional, online media, social media, supported by advocacy outreach to drive our messaging consistently across all relevant touchpoints

Since its launch, the ‘Lamba Chalega’ campaign met with great success, achieving over 200 mn+ impressions and over 31 million views on digital, in just 14 days!