(Left to Right) Popular Creators taking various challenges: Riteish Deshmukh, Avi Vinay, Adil Khan and Faizal Siddqui )
India: TikTok, world’s leading destination for short-format video content has been collaborating with leading studios and production houses to provide its users with exciting opportunities to create creative content around the upcoming movies. Films such as Marjaavaan and Bala have explored creative ways to engage with TikTok’s diverse 200 million user community to connect with their audiences across the deepest pockets of the country. Past releases such as Made in China and The Sky is Pink also came forward with exciting campaigns that resonated very well with the audience and gauged great user response and engagement.
The upcoming movie, Marjaavaan which boasts of a stellar cast including Riteish Deshmukh, Siddharth Malhotra and Tara Sutaria, has also been steadily gaining popularity on the platform. #Marjaavaan has clocked over 130 million views on TikTok with creators posting their videos performing on the melodious title track song, “Thodi Jagha de de Mujhe”, sung by versatile singer, Arijit Singh.
Odhani, the first single from the movie ‘Made In China’ was released on TikTok which brought fun and zest to the festive mood. The #Odhani challenge garnered over 150 million views with creators grooving on the song and posting their own versions with the starcast of the movie. Keeping in mind the theme of the film, another hashtag #IndiaKaJugaad was launched which amassed more than 30 million views on TikTok.
The most recent #DontBeShyAgain launched for the much awaited movie, Bala, became an instant hit on the platform, garnering over 200 million views within the first few days of the launch. TikTok designed a quirky ’bald’ filter, one of the key elements of the movie, especially for the TikTok users to create and share videos with the starcast of the film! The renowned actress Yami Gautam, who is playing the character of a popular TikTok creator in the movie, also created a secret TikTok account to prepare for her role.
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2014 The Global Indian New Network (TGINN)