The celebrity-led campaign for ethnic wear brand Manyavar and Mohey featuring newly wed Vijay Deverakonda and Rashmika Mandanna surpassed 300 million views across platforms and made it one of the largest celebrity-led moment marketing activations in India.
The collaboration post alone generated over 8 million organic likes and crossed 100 million cumulative views on Instagram, underscoring the scale and virality of the campaign.
The campaign was conceived, produced and rolled out in under three days, leveraging Prachar Communications 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 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 per cent across platforms, a rare benchmark for celebrity-driven branded collaborations. The campaign has already generated over 8 million likes, over 4 lakh shares, nearly 65,000 reposts, and over 29,500 comments, demonstrating strong audience participation.
Rakshit Jain, Director, Prachar Communications said seeing millions of engagements in a couple of days proves that deep collaboration meets bold and thoughtful execution can turn a tight timeline into a cultural moment that truly resonate with people.
Rashmika Mandanna said Manyavar Mohey has a beautiful way of celebrating weddings through emotion and storytelling, and that has made this association special.
Vijay Deverakonda added the concept, music and outfits came together in a way that feels contemporary yet deeply connected to tradition and seeing audience respond so enthusiastically reinforced well-executed storytelling.
Vedant Modi, Chief Revenue Officer, Manyavar said partnering with Prachar has always given the company the freedom to experiment and push boundaries while staying true to Manyavar’s vision.
The response from audiences shows that combining strong collaboration, thoughtful storytelling, and star power can create something that resonates far beyond just a campaign, he said.
Shares of Vedant Fashions (Manyavar) were down two per cent at ₹358 on Monday in bearish stock market.
Published on March 9, 2026
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