mx takatak

MX TakaTak was one of the first short-video apps in India to capitalise on TikTok’s ban there: by September 2020 it was generating more than 1bn daily video views. Now it has shown its scale with a promotional #PepsiSwagStepChallenge campaign run by PepsiCo India.

The brand started by commissioning a track from musician Yashraj Mukhate and asked MX TakaTak users to show off their best dance moves to it on the app. According to The Economic Times, this part of the campaign generated 2.4bn video views for Pepsi.

It quickly followed up with a second part for the campaign using a track created by musician Tanishk Bagchi, and that generated 3bn video views within just 10 days.

The article has some more detail on how the campaign worked, including enlisting “the top 100+ TakaTak influencers” to give the campaign momentum. It’s also a useful snapshot of how musicians are working with brands in India to take advantage of the scale of platforms like MX TakaTak, which now has more than 150 million monthly active users.

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