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Tag: Awez Darbar

  • Squid Game goes live in Mumbai as Netflix turns finale into fan-fuelled frenzy

    Squid Game goes live in Mumbai as Netflix turns finale into fan-fuelled frenzy

    MUMBAI: Netflix India turned Mumbai into a battleground of brawns, brains and buzz as Squid Game Season 3 dropped with a live spectacle that felt straight out of the show’s playbook. In a first-of-its-kind activation, 19 of India’s top digital creators and one lucky fan faced off in real-life recreations of Squid Game’s infamous challenges – all cheered on by a screaming crowd of 900+ die-hard fans.

    It was “Red Light, Green Light” meets influencer culture as names like Awez Darbar, The Rebel Kid, Gurleen Pannu, Aakash Gupta, Urooj Ashfaq, GamerFleet, and Ashish Solanki went full-throttle in a live taping that played out like the season’s highlight reel — complete with chaos, cliffhangers and meme-worthy moments.

    The creators battled it out in iconic games from past seasons — including a laugh-out-loud six-legged sprint and a sneak peek of Jump Rope, a brand-new challenge from the final season — all while being broadcast to a sea of fans whose energy matched the stakes.

    The grand finale? A live-action celebration of one of the most-watched thrillers on Netflix, amped up with raw fandom, creator energy, and IRL drama. This wasn’t your usual game night. This was Squid Game unplugged, unscripted, and unmissable.
     

  • TotalEnergies sets Guinness Record for largest influencer dance challenge

    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.
     

  • Idea’s #SabkaTimeAagaya TikTok dance challenge hits a record 3 Bn views within 4 days

    Idea’s #SabkaTimeAagaya TikTok dance challenge hits a record 3 Bn views within 4 days

    MUMBAI: Brand Idea, over the weekend, kept netizens hooked on to TikTok through its ongoing #SabkaTimeAagaya challenge which kept trending right from the start of the campaign on 23rd August. It has now garnered a record 3 Bn+ views with over 5000 user generated videos within just four days of the campaign.

    With this engagement program, Brand Idea has surpassed the targeted views and user generated videos expected on the platform, creating new benchmarks of engagement on TikTok.

    Brand Idea collaborated with popular TikTok content creators such as Awez Darbar, Riyaz, Arishfa, Jannat Zubair and others who kick started the challenge recreating the Idea dance step. Soon, many of their followers, all dressed in the brand colour, got into the groove and posted videos recreating the dance steps. Some of the users went a step ahead and used their acting and editing skills using the app, to create engaging content.

    Amongst many influencers who actively took the challenge, @hydroman did the Idea celebration dance step underwater. Another famous TikTok artist, Riyaz received the highest views with 2 million watching his dance moves while Jannat Zubair won hearts too with 216K views.

    The most popular videos will be featured by Idea on its Facebook and Instagram pages for further amplification.

    Brand Idea has been known for creating iconic and popular ads based on catchy tunes and jingles that always got the nation hooked and grooving. With the recent, #SabkaTimeAagaya TVC, created by BBDO, Brand Idea is promoting its ‘Har Recharge Pe Extra’ offer, under which every time an Idea subscriber does a recharge, she/he gets rewarded with extra benefits which can either be extra data or unlimited calls or cashback. The TV ad shows people from all walks of life dancing to the vibrant, lively and happy catchy tune triggering a celebration, which the brand is now amplifying on Digital.