Pepsi initiates Tik Tok campaign for Har Ghoont Mein Swag

Pepsi TikTok campaign

For the Pepsi TikTok campaign, the brand organized a roadblock, garnering 15,000 UGC videos on the Har Ghoont Mein Swag hook step.

Pepsi introduced a song earlier this summer with the objective of celebrating the spirit of the new generation. Har Ghoont Mein Swag anthem features three millennial icons of today – Disha Patani, Tiger Shroff, and Badshah. Directed by Ahmed Khan. Pepsi TikTok campaign focussed on UGC around the anthem.

Har Ghoont Mein Swag hook step was made popular on video creation app, TIK TOK. Following which Har Ghoont Mein Swag challenge was kicked off by the stars of the music video,. The duo encouraged users to share their versions of the hook step via the app.

24 hours later, the brand claims to have over 240 million views and over 15,000 user-generated videos set to the tune of Har Ghoont Mein Swag have been shared by Tik Tok users.

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Currently the number of views stands at over 800 million.

The #SwagStepChallenge has also received tremendous feedback on content sharing app, Instagram, generating a reach of 18.1 million and an engagement of 4.8 million.

The music video, which was released in association with T-Series last month crossed 100 million views on YouTube.

The anthem is a reiteration of Pepsi’s intrinsic connection with music. Over the years, the brand has worked with the most iconic superstars to create powerful pieces of culture around the world.