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Beverage brand Pepsi partnered with short form user-generated video content app TikTok to promote the brand’s recently launched ‘Har ghoont mein swag’ anthem.

The brand introduced the peppy, foot-tapping song earlier this summer with the objective of celebrating the spirit of the new generation. The music video anthem features Disha Patani, Tiger Shroff and Badshah. The song is directed by Ahmed Khan.

The ‘Har ghoont mein swag’ hook step was given a new twist via TikTok. The ‘Har ghoont mein swag’ challenge was kicked off by the stars of the music video, Disha Patani and Tiger Shroff. The duo encouraged users to share their versions of the hook step via the app.

24 hours later, over 240 million views and 15,000 user-generated videos set to the tune of the anthem were shared by TikTok users, making Pepsi’s hook step challenge the biggest-ever brand activation on the platform.

Currently, the number of views stands at over 800 million.

The #SwagStepChallenge has also fetched 18.1 million views and an engagement of 4.8 million on Instagram.

The Har ghoont mein swag music video, which was released in association with T-Series last month, has also crossed over 100 million views on YouTube.