Ad Campaigns
Totalenergies revs up nostalgia with the return of ‘Lamba Chalega’ campaign
MUMBAI: There’s nothing quite like the feeling of cruising down the open road, wind in your hair, and a bike that just won’t quit. Recognising India’s deep-rooted love for two-wheelers, Totalenergies has reintroduced its much-loved ‘Lamba Chalega’ campaign, blending nostalgia with innovation. Conceptualised and executed by Havas Creative India, the campaign underscores Totalenergies’ commitment to keeping riders on the road longer, smoother, and stress-free.
India moves on wheels—whether it’s the bustling streets of Mumbai or the quiet, winding roads of a village. Amidst the explosion of mobility solutions, biking remains an unwavering symbol of freedom and connection. And what fuels this passion? A high-performing engine oil that keeps the journey going without a hitch.
The campaign champions the brand’s Hi-Perf engine oil, designed to enhance engine durability, offer superior protection, optimise cooling, and improve mileage. For those who believe that the ride matters just as much as the destination, Hi-Perf ensures that every trip lasts longer.
One of the campaign’s standout elements is its foot-tapping melody—an energetic, unforgettable jingle that resonates across generations. Nothing brings back nostalgia like a catchy tune that sticks with you long after the ad ends.
Speaking about the campaign, Totalenergies Marketing India Pvt. Ltd. (TEMIPL) VP – public affairs, communication & CSR, Kanchan Dahiya shared, “We are thrilled to announce the launch of the second edition of the ‘Lamba Chalega’ campaign. Partnering with Havas Creative India, we’ve created a melody that cuts across generations and genders, making it relatable to all. Our Hi-Perf engine oil is engineered to improve engine durability, enhance cooling, and provide better mileage. This campaign is a true testament to our dedication to innovation and customer satisfaction.”
Echoing the sentiment, Havas Creative India joint MD & CCO Anupama Ramaswamy said, “As humans, we seek reassurance in every choice we make. Our new Hi-Perf engine oil TVC builds on this universal insight. With a catchy song, relatable moments, and memorable characters, we tell a compelling story of performance, reliability, and consistency.”
The ‘Lamba Chalega’ campaign is a nod to every biker who wants more miles, less hassle, and a riding experience that’s smoother than ever. With Hi-Perf engine oil, the road is yours to conquer.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
