In a country where two-wheelers are more than just vehicles – they’re vessels of dreams, independence, and progress – TotalEnergies is tapping into the emotional core of India’s relationship with mobility through its latest campaign.
The French energy major has brought back its iconic ‘Lamba Chalega’ (It lasts a long time) campaign, but with a twist that speaks to both seasoned riders and the new generation of biking enthusiasts.
The campaign, crafted by Havas Creative India, isn’t just selling engine oil – it’s bottling the essence of India’s enduring love affair with two-wheelers.
What makes this campaign particularly striking is its foundation on a fundamental human truth.
As Anupama Ramaswamy, Joint MD & Chief Creative Officer at Havas Creative India, points out, humans inherently seek reassurance in every choice they make.
The campaign cleverly translates this insight into a story of performance and reliability, wrapped in a catchy melody that promises to stick in viewers’ minds.
TotalEnergies’ approach goes beyond the traditional product-benefit narrative.
Kanchan Dahiya, VP of Public Affairs, Communication & CSR at TotalEnergies Marketing India, stresses that their Hi-Perf engine oil range is designed with customer needs at its core.
The campaign showcases how the product delivers on multiple fronts – from engine durability to better protection, cooling, and mileage.
Behind this campaign stands a formidable creative team at Havas Creative India, bringing together expertise across multiple disciplines.
The execution combines relatable moments with memorable faces, all tied together with what the agency promises to be an “unforgettable song.”
In an era where brands often struggle to strike the right balance between emotional connection and product messaging, TotalEnergies’ campaign appears to have found its sweet spot.
By celebrating the simple joy of hassle-free riding while acknowledging the practical concerns of motorcycle owners, the campaign speaks to both the heart and head of its target audience.
For Indian consumers, who see their two-wheelers as trusted companions in their journey of progress, this campaign’s message of reliability and longevity might just be the reassurance they’re looking for.
