B-Town strongly engages with TikTok, Bala emerges biggest winner
By Bandook - November 8, 2019
The pull and push of TikTok as a movie influencer isn’t lost on anyone. In fact, the world’s leading platform for short-format video content has regularly collaborated with leading studios and production houses, providing its users with opportunities to make creative content around upcoming movies.
In fact, it is films like Bala and Marjaavan that have found innovative ways to engage with TikTok’s diverse 200 million-strong user community to be able to connect with audiences across the deepest pockets of the country.
Bala’s #DontBeShyAgain was an instant hit, grabbing over 200 mn views within days of its launch. Moreover, TikTok designed a quirky ‘bald’ filter to users to create and share videos with the starcast.
Interestingly enough, Yaami Gautam, who stars in Bala as a popular TikTok creator even created a secret TikTok account to prepare for her role.
Made In China’s first single Odhani kicked off a challenge, garnering over 150 million views. Another hashtag #IndiaKaJugaadamassed over 30 mn views on the platform.
Marjaavan, which stars Siddharth Malhotra, Tara Sutaria and Riteish Deshmukh has steadily been gaining ground on the platform (with over 130 million views) with the single Thodi Jagah sung by Arijit Singh finding the most love.>