Pepsi’s Har ghoont mein swag’ anthem takes over TikTok
The anthem crosses 240 million views in the first 24 hours and over 15,000 user generated videos set to its tune
India’s swag levels soared this weekend as video creation app TikTok was set ablaze by the tunes of Pepsi ‘Har ghoont mein swag’ anthem.
The brand introduced the 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. Directed by the inimitable Ahmed Khan, the ‘Har ghoont mein swag’ anthem gives today’s generation a soundtrack that defines their life and times, the company said in a statement.
The spirited ‘Har ghoont mein swag’ hook step was given a new twist via video creation app, 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, there were over 240 million views and over 15,000 user generated videos set to the tune of ‘Har ghoont mein swag’ have been shared by TikTok users, making Pepsi’s hook step challenge the Biggets ever brand activation on the platform, according to the company.
Currently the number of views stands at over 800 million.
The #SwagStepChallenge has also received tremendous feedback on content sharing app Instagram, generating a reach of 18.1 million and an engagement of 4.8 million.
The ‘Har ghoont mein swag’ music video, which was released in association with T-Series last month, has also crossed 100 million views on YouTube.
The ‘Har ghoont mein swag’ anthem is a reiteration of Pepsi’s intrinsic connection with music. Over the years, the brand has worked with the most iconic superstars to create powerful pieces of culture around the world. The anthem is a representation of this; it defines India’s super confidence, its unshakeable self-belief, it’s unassailable swag.
