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The third phase of Pepsi’s Swag Step Challenge comes in the association with the movie franchise Dabangg 3. It is one of the first motion-triggered challenges created by a brand on the TikTok platform in India. Users can make a Swag sign using their hands to trigger Pepsi-branded sunglasses and nod to flip the glasses in the air.

The challenge saw over 5.4 billion views and over 100,000 user-generated videos over a four-day period on TikTok. It became the fastest hashtag challenge using branded effect to reach 100,000 video creations globally.

It also features a video that has Pepsi’s new brand ambassador, Salman Khan, encouraging his followers to take the challenge.

A PepsiCo India spokesperson said, “We are very excited with the response to the Swag Step Challenge. The immense love shown by consumers helped the challenge set new benchmarks on the app and break the world record on consumer engagement. The Dabangg edition of the Swag Step challenge received over 100,000 video uploads while the Swag Step Challenge series started earlier this year has 30 billion views. We look forward to delighting consumers with new and exciting content on the app in the coming year.”

Sachin Sharma, Director of Sales and Partnerships, TikTok, said, “TikTok successfully allows brands to engage with audiences in an entertaining format. Multiple collaborations of brands with us is a testament to the power of short-format videos. PepsiCo is our esteemed partner and one of the first few organisations that leveraged our advertising solutions. We began our association with the Swag Step series on Pepsi that has been one of our most successful campaigns in India. The current Dabangg Challenge with our cutting-edge motion-triggered brand-effects technology has broken records and is topping the popularity charts on our platform. Our association with Pepsi has been very rewarding and we look forward to collaborating with them in the future as well.”

Currently, the cumulative number of views generated across the #SwagStepChallenge series stands around 30 billion.