Pepsi plays ‘Har Ghoont Mein Swag’ anthem on Tik Tok

The Har Ghoont Mein Swag challenge has got over 240 million views and more than 15,000 user-generated videos

e4m by exchange4media Staff
Updated: May 6, 2019 6:10 PM

Pepsi has roped in video creation app Tik Tok for its ‘Har Ghoont Mein Swag’ anthem. The brand introduced the foot-tapping song earlier this summer with the objective of celebrating the spirit of the new generation. 

The music video anthem features three of the biggest millennial icons of today – Disha Patani, Tiger Shroff and Badshah. Directed by Ahmed Khan, the Har Ghoont Mein Swag anthem gives today’s generation a soundtrack that defines their life and times. 

The ‘Har Ghoont Mein Swag’ hook step was given a new twist with Tik Tok. 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. 

Twenty-four hours later, there were over 240 million views and over 15,000 user-generated videos set to the tune of Har Ghoont Mein Swag. They were shared by Tik Tok users, making Pepsi’s hook step challenge the biggest-ever brand activation on the platform.

The number of views stands at over 800 million.

The #SwagStepChallenge has also received strong 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.

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