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Idea’s ongoing #SabkaTimeAagaya on TikTok has garnered more than three billion views with over 5,000 user-generated videos within just four days of the campaign.

With this engagement programme, the brand has surpassed the targeted views and user-generated videos expected on the platform, creating new benchmarks of engagement on TikTok.

For the UGC initiative, Idea collaborated with popular 21 TikTok content creators such as Awez Darbar, Riyaz, Arishfa, Jannat Zubair and others who kick-started the challenge, recreating the Idea dance step. Soon, many of their followers, all dressed in the brand colour, got into the groove and posted videos, recreating the dance steps. Some of the users went a step ahead and used their acting and editing skills using the app, to create engaging content.

Among many influencers who actively took the challenge, @hydroman did the Idea celebration dance step underwater. Another famous TikTok artist, Riyaz, received the highest views with two million watching his dance moves while Jannat Zubair won hearts too with 2,16,000 views.

The most popular videos will be featured by Idea on its Facebook and Instagram pages for further amplification.

With the recent #SabkaTimeAagaya TVC, created by BBDO, Idea is promoting 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.