MAM
TotalEnergies sets Guinness Record for largest influencer dance challenge
MUMBAI: TotalEnergies, in partnership with Goat (part of WPP) and Xley by Mad Influence, has secured a Guinness World Record for the most videos of people dancing to the same song uploaded to Instagram in one hour. Over 400 unique videos were shared within 60 minutes, making it one of the largest influencer-led activations in history.
The record-breaking campaign marked the launch of the LambaChalega anthem, promoting TotalEnergies’ hi-perf engine oil. The track, symbolising endurance and performance, was brought to life through an energetic dance challenge led by Varun Dhawan, alongside influencers such as Awez Darbar, Amol Kamble, Kheshavi Chhetri, and RJ Tripti.
More than 400 influencers from across India participated in the launch, demonstrating the vast reach of digital marketing. The initiative will expand to over 3,000 influencers, spanning nano, micro, macro, and celebrity tiers, to maximise engagement across categories such as fitness, biking, food, travel, and lifestyle.
Goat, a global influencer marketing leader within WPP, spearheaded the strategy and execution, ensuring seamless participation and widespread impact. Xley by Mad Influence played a crucial role in influencer selection and campaign execution, leveraging AI-powered discovery, real-time tracking, and content management.
Following strict verification, a Guinness World Records adjudicator confirmed the achievement and presented the official certificate on-site.
Xley by Mad Influence founder & CEO, Gautam Madhavan stated, “This is a historic moment for influencer marketing. This campaign proves that influencer marketing is no longer just about collaboration—it’s about creating movements that redefine brand engagement globally.”
By merging Goat’s execution expertise, Xley’s technology, and TotalEnergies’ vision, this initiative has set a new benchmark for large-scale influencer-driven campaigns.
MAM
G-Shock launches GA-2100CM series with camouflage design
New sand and grey variants priced at Rs 10,995 each in India.
MUMBAI: Time just got a little more tactical and a lot more stylish. G-Shock has unveiled the GA-2100CM series, a fresh update to its popular GA-2100 line, bringing a camouflage twist to one of its most recognisable silhouettes. For the first time in the 2100 series, the watches feature G-Shock’s original camouflage pattern, subtly embedding the brand’s signature ‘G’ motif into the design. The move signals a shift towards more design-led storytelling, blending rugged functionality with fashion-forward detailing.
The new series introduces two colour variants sand (GA-2100CM-5A) and grey (GA-2100CM-8A) extending the model’s appeal across both streetwear and outdoor-inspired aesthetics. Built around the brand’s signature octagonal bezel and hybrid analogue-digital display, the watches retain a clean, modern look while adding layered visual depth.
Under the hood, the GA-2100CM continues to lean on performance. It features the Carbon Core Guard structure for durability, while maintaining a slim, lightweight profile suited for everyday wear. Functional elements include world time across 31 time zones, a 1/100-second stopwatch, countdown timer, LED light and 200-metre water resistance.
In line with evolving material choices, select components use bio-based resin, pointing to a gradual shift towards more sustainable design without compromising on toughness.
Priced at Rs 10,995, the GA-2100CM series is available across Casio India stores and online platforms.
As watch brands continue to balance utility with identity, G-Shock’s latest drop makes its intent clear, durability may be the legacy, but design is the new frontier.
