TotalEnergies revs up nostalgia with ‘Lamba Chalega’ 2.0

Mobility has always been integral to the lives of Indians. From our country’s bustling cities to serene villages, it is how individuals traverse this vast and diverse subcontinent, connecting aspirations with destinations.

Recognising this deep connection, TotalEnergies has revisited its iconic campaign, ‘Lamba Chalega’ (Will run long) with a hint of nostalgia.

The campaign, conceptualised and executed by Havas Creative India underscores a core belief—to be the progress accelerator which takes people further. It is to reflect TotalEnergies’ commitment to delivering superior-quality lubricants to the daily commuter.

Speaking about the campaign, Kanchan Dahiya, vice president—public affairs, communication and CSR, TotalEnergies Marketing India Private Ltd. (TEMIPL), said, “. TotalEnergies’ range of Hi-Perf engine oil for motorcycles improves the durability of the engine providing better protection, cooling and mileage. We at TotalEnergies are committed to deliver innovative lubricants keeping the customer’s needs at the core and this campaign is a true testament to that.”

Anupama Ramaswamy, joint managing director and chief creative officer, Havas Creative India, said, “As human beings, we always seek reassurances for every choice we make in life. Our new hi-performance engine oil TVC is built on this simple yet universal insight. Delivered through an unforgettable song, relatable moments, and memorable faces, we tell a reassuring story of performance, consistency and reliability that comes with this engine oil.”

Campaign’s take: In India, biking isn’t just transport—it’s an emotion. Recognising this deep-rooted connection, TotalEnergies brings back its ‘Lamba Chalega’ campaign, layering nostalgia with a fresh, foot-tapping melody that aims to cut across generations.

This second edition taps into a universal insight—humans seek reassurances for every choice they make. The TVC attempts to answer this with a feel-good blend of music, relatable storytelling, and familiar faces, reinforcing that TotalEnergies’ hi-perf engine oil is synonymous with performance, durability, and reliability.

The execution is slick, and the jingle is undeniably catchy—but does the message stick beyond the melody? While the campaign successfully evokes trust through nostalgia and culture, its real test lies in driving purchase decisions in an ultra-competitive category. Can an upbeat track translate to brand preference, or does it risk being a memorable ad that doesn’t move the needle?

With its cross-generational appeal and reassuring storytelling, TotalEnergies certainly keeps the brand top-of-mind—but whether it fuels long-term brand loyalty remains to be seen.

Credits:

• Anupama Ramaswamy, joint managing director and chief creative officer
• Kundan Joshee, managing director
• John Thangaraj, chief strategy officer
• Ajitesh Verma, executive creative director
• Dawa Lama, head of production
• Neha Sidhra, senior creative director
• Krupal Bhosale, senior creative director—art
• Aman Chaubey, copy supervisor
• Ravinder Kumar, associate creative director
• Rajeshwari Nair, senior vice president
• Prashant Thombare, associate vice president
• Nidhi Dave, brand planner