Manyavar-Mohey Campaign Featuring Vijay Deverakonda, Rashmika Crosses 300 Million Views in 72 Hours

A celebrity-led digital campaign for ethnic wear brands Manyavar and Mohey featuring actors Vijay Deverakonda and Rashmika Mandanna has crossed 300 million views across platforms within just 72 hours, making it one of India’s largest moment marketing activations.

The campaign, executed by Prachar Communications, generated over 8 million organic likes and more than 100 million views on Instagram for the celebrity collaboration post alone within three days of its release.

According to campaign data shared by the agency, the activation has reached over 250 million users, recording engagement rates of 7–8 percent, a significant benchmark for celebrity-driven branded collaborations. The campaign has also produced over 4 lakh shares, nearly 65,000 reposts, more than 29,500 comments, and has become the most liked organic branded collaboration post in India, crossing the eight-million-like mark.

Prachar Communications said the campaign was conceptualised and executed in under three days, leveraging its decade-long association with Manyavar to deliver a rapid and integrated rollout.

The activation was deployed through a 360-degree digital strategy across social media platforms, with further amplification planned through cinema advertising, print media and outdoor (OOH) campaigns during India’s peak wedding season.

Rakshit Jain, Director of Prachar Communications, said executing the campaign in such a short time frame required strong collaboration and trust. “Pulling off a campaign like this in just three days felt like orchestrating a high-stakes performance. Our decade-long relationship with Manyavar allowed us to move quickly while maintaining clarity and confidentiality,” he said.

Actor Rashmika Mandanna said the campaign stood out because of its emotional storytelling. “Manyavar Mohey celebrates weddings through emotion and storytelling, which made this association special. The outfits showcase elegance as well as craftsmanship,” she said.

Vijay Deverakonda said the concept captured the dynamics of modern relationships while remaining rooted in tradition. “The concept, music and styling came together in a way that felt contemporary yet culturally connected,” he said.

Vedant Modi, Chief Revenue Officer of Manyavar, said the partnership with Prachar enabled the brand to experiment creatively while remaining aligned with its vision of modern wedding storytelling.

Vedang Jain, Director at Prachar Communications, said the campaign tapped into audience curiosity around the pairing of the two actors and turned it into a cultural moment for the brand.

Founded in 1993 by Rajesh Jain and Rakesh Jain, Prachar Communications is a Mumbai-based independent marketing and media agency that works across television, digital, cinema advertising and celebrity brand integrations.