Prachar Communications' Manyavar Mohey viral campaign featuring Vijay Deverakonda and Rashmika Mandanna crosses 300 million views
India Today
The campaign has already generated over 8 million organic likes and has crossed 100 million cumulative views on Instagram on the celebrity collaboration post within 72 hours, marking one of the largest celebrity-led moment marketing activations in India.
Prachar Communications, a leading independent advertising and media agency in India, has executed a celebrity-led campaign for ethnic wear brands Manyavar and Mohey featuring Vijay Deverakonda and Rashmika Mandanna.
The campaign has already generated over 8 million organic likes and has crossed 100 million cumulative views on Instagram on the celebrity collaboration post within 72 hours, marking one of the largest celebrity-led moment marketing activations in India. Overall, the campaign has now surpassed 300 million views across platforms, reflecting the scale, reach, and virality generated through Prachar’s integrated campaign execution.
The campaign was conceived and rolled out in under three days, leveraging Prachar’s decade-long partnership with Manyavar to make fast, confident decisions while maintaining strict confidentiality. The activation spanned a 360-degree integrated rollout across digital and social media platforms, with cinema, print, and outdoor (OOH) amplification set to follow, combining storytelling, star power, and highly targeted audience engagement to maximise impact during India’s peak wedding season.
Early data indicates a reach of over 250 million users, with engagement rates of 7–8% across platforms, a rare benchmark for celebrity-driven branded collaborations. The campaign has already generated 8M+ likes, over 4 lakh shares, nearly 65,000 reposts, and more than 29,500 comments, demonstrating strong audience participation and virality.
Designed as a moment marketing activation, the campaign leveraged audience anticipation around the pairing of Deverakonda and Mandanna and aligned with India’s peak wedding season to create a culturally resonant digital push. The post has now become the most liked organic branded collaboration post in India, crossing 8 million likes.
Rakshit Jain, Director, Prachar Communications, said: "Pulling off a campaign like this in just three days felt like orchestrating a high-stakes performance. Our decade-long relationship with Manyavar gave us the trust and clarity to move fast, and having Vijay Deverakonda and Rashmika Mandanna on board amplified the excitement beyond what we could have imagined. Seeing millions of engagements in a couple of days proves that when deep collaboration meets bold and thoughtful execution, you can turn a tight timeline into a cultural moment that truly resonates."
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