Prachar Communications has delivered one of the most remarkable brand campaigns in recent Indian advertising history, as its celebrity-led activation for Manyavar and Mohey featuring Vijay Deverakonda and Rashmika Mandanna has now crossed 300 million views across platforms.
What began as a high-impact wedding season rollout has gone on to achieve a historic milestone. The Manyavar campaign has officially set a global Instagram record, amassing 8.1 million organic likes and 104 million views on a single post.
In doing so, it surpassed the much-talked-about Louis Vuitton post featuring Lionel Messi and Cristiano Ronaldo — a benchmark many believed would be difficult to overtake.
Within just 72 hours of launch, the campaign had already crossed 100 million views on Instagram. Early metrics showed it reaching over 250 million users with engagement rates between 7–8%, a rare feat for celebrity collaborations at this scale.
Conceptualised and executed in under three days, the campaign relied on Prachar Communications’ decade-long partnership with Manyavar, allowing swift decision-making and tightly coordinated execution.
The 360-degree rollout spanned digital platforms, social media, cinema, print and outdoor channels, strategically timed to coincide with India’s peak wedding season.
Rakshit Jain, Director at Prachar Communications, described the process as “orchestrating a high-stakes performance.” He said, “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.”
For the stars involved, the campaign had a personal appeal as well. Rashmika Mandanna said, “Manyavar Mohey has a beautiful way of celebrating weddings through emotion and storytelling, and that’s what made this association special for me. The outfits are not just elegant and fashionable but also showcase incredible craftsmanship and attention to detail.”
Vijay Deverakonda added, “This campaign stood out for me because it captures the real energy and dynamics of relationships. The concept, the music, the outfits—everything came together in a way that feels contemporary yet deeply connected to tradition. The collaboration with Rashmika and the team was energising, and seeing how the audience responded so enthusiastically reinforced how impactful well-executed storytelling can be.”
Vedant Modi, Chief Revenue Officer at Manyavar, praised the trust and understanding built over years of collaboration: “Only a deep and trusted partnership like this could enable a campaign of this scale. The response from audiences shows that combining strong collaboration, thoughtful storytelling, and star power can create something that resonates far beyond just a campaign.”
Vedang Jain, Director at Prachar Communications, reflected on the excitement of the project: “When Rashmika Mandanna and Vijay Deverakonda came together for this campaign, the idea was to channel the immense curiosity around them into a cultural moment for the brand. Seeing that translate into the most-liked organic branded collaboration post in India is incredibly gratifying and a testament to what long-standing partnerships and the right strategy can achieve.”
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