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TikTok makes waves in India with new campaigns and events

TikTok is making more in-roads into India, the second-most populous country after its home country of China, with new campaigns.

The video app gathered 500 creators and influencers from around India at its inaugural Creator’s Lab event, which was held in Mumbai on June 8, to meet and learn from each other.

The event also saw the Bytedance-owned platform launch a campaign called #MyTikTokStory, to encourage Indians to create short videos that reflect their personal passions and identity through DIY, cooking, sports, dancing, singing, pottery or any other talents.

“We are honoured to host TikTok Creator’s Lab and bring together the country’s most promising creative personalities. With its easy-to-use features and localised approach to content, TikTok serves as a great platform for people from deepest pockets of the country to share their talent in front of a global audience and in the process, become influencers in their own right,” said Sachin Sharma, the director of sales and partnerships for India at ByteDance.

“By connecting and empowering digital Indians through content, we are looking forward to TikTok making a positive contribution to India's thriving creative economy.” he further added.

TikTok had earlier launched a campaign with NBA in India called ​#DuetWithNBA to engage with fans of Golden State Warriors and Toronto Raptors during the 2019 NBA Finals.

The campaign saw TikTok engage celebrities ​Varun Sood and ​Simran Kaur Mundi collaborate with ​TikTok creators to create their ​TikTok videos and kick off a contest to encourage users to create videos hosted on the NBA India account using hashtag ​#DuetWithNBA and tagging NBA India while posting.                          

“At the NBA, we are always looking at partnerships that allow our fans to engage with the league across various content platforms,” said Diane Gotua, the vice president of global business operations at NBA.

“With the ongoing NBA Finals, we are certain that the campaign with TikTok will give our existing and new fans an innovative way to express their excitement for what promises to be an exciting conclusion of the season." 

The brand is also staffing up around the increased activity, appointing its first monetization head as Sameer Singh.

The Drum previously looked at how despite the lack of a formal advertising product, more brands are experimenting with fledgling video app TikTok in the hopes of discovering what content works and the kind of business outcomes they can expect.

Featured by The Drum