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Idea has entered into a collaboration with the social media video app TikTok for the #SabkaTimeAaGaya dance challenge. To participate, users have to recreate the signature step using the latest brand jingle ‘Sabka Time Aa Gaya’. The brand has roped in some of the top content creators on TikTok to promote the campaign. The creators will inspire their followers to share dance videos using the ‘Sabka Time Aa Gaya’ track with the hashtag #SabkaTimeAagaya.

The dance challenge went live on TikTok from August 23 and will continue to August 26. Jannat Zubair, Awez Darbar, Riyaz, Arishfa, Gima, Nagma and many other TikTok influencers will be seen dancing to the ‘Sabka Time Aa Gaya’ track.

Brand Idea had recently launched a TVC #SabkaTimeAaGaya to promote its ‘Har Recharge Pe Extra’ offer, under which every time an Idea subscriber does a recharge, she/he gets rewarded with extra benefits which can either be extra data or unlimited calls or cashback. The TV ad shows people from all walks of life dancing to the vibrant, lively and happy catchy tune triggering a celebration, which the brand is now amplifying on digital.

Speaking on this campaign, Sunita Bangard, President, Marketing and National Brand Head, Vodafone Idea, said, “Brand Idea has created iconic and popular ads based on catchy tunes and jingles that have got the nation hooked. With the latest #SabkaTimeAaGaya dance challenge, Brand Idea is triggering a celebration by partnering with TikTok and some of the popular influencers who are looked up to, for their latest trending videos on the platform.”