The 2 back-to-back challenges took the Indian hinterland by a storm which saw leading KOLs grooving to the foot-tapping Pepsi jingles.
This summer, PepsiCo India presented viewers with a new brand proposition – ‘Pepsi Aur Bhi Zyada Refreshing’ and in a bid to engage with audiences in an entertaining format, PepsiCo India joined hands with India’s leading short video platform – MX TakaTak to launch two exciting campaigns.
According to App Annie’s The Evolution of Social Media Apps report, MX TakaTak has moved into the top 10 Worldwide Social and Entertainment Apps in terms of downloads, sharing space with TikTok, Instagram and Snapchat amongst others. MX TakaTak stands tall with the highest number of active users in this product category and has seen exceptional growth in its first year by empowering an incredibly talented & relentless generation of digital enthusiasts to create engaging content that is propelling content consumption in the Indian market. Home to over 48Mn+ unique content creators and with mobile-first creation tools, the platform ensures its large community can curate engaging videos for audiences to enjoy across the country.
As part of the association, the first leg was to establish Pepsi’s Aur Bhi Zyada Refreshing proposition by getting the audience to groove to Yash Raaj Mukhate’s foot-tapping jingle, commissioned by PepsiCo India. Asking users to showcase their dance moves on the jingle created by famous singer-composer Yashraj Mukhate, this challenge garnered a massive 2.4Bn views making it a roaring success for the brand, which led to the initiation of the second challenge.
Watch an engaging video that was created by India’s leading KOLs on MX TakaTak: https://share.mxtakatak.com/tBfPjcf6
Integrating the theme of Refreshing Swag Wali Pepsi with the catchy tune composed by Tanishk Bagchi for PepsiCo India, the second leg of the #PepsiSwagStepChallenge went viral on MX TakaTak and raked in a colossal 3Bn views within a span of 10 days – making it the biggest branded activity on the platform and saw immense participation from the UGC category as well as leading influencers like Avneet Kaur, Angel Rai, Ayush Yadav, Nisha Gurgain, Saloni Mittal, Khushi Punjaban, Gima Ashi, Lucky Dancer, Viplove, Somya Daunkar and Aashika Bhatia among others.
Watch a video here – https://share.mxtakatak.com/Eejf89c4
Taking the Indian hinterland by storm, the views this challenge has achieved today stands at 12.5Bn views that were driven by the innovation of getting the top 100+ TakaTak influencers to create an engaging challenge that would help in driving user participation and content creation. It involved influencers performing the hook step on the new jingle and encouraging their followers to show off their swag by participating in the challenge. The Hashtag Challenge was coupled with a Branded Effect product innovation as well to give it a catchy look in the video creations and the campaign was further amplified on MX Player.
Elaborating on its success, Saumya Rathor, Category Lead, Pepsi Cola, PepsiCo India said, “Pepsi’s #SwagStepChallenge was based on a line that was part of Pop culture, and we allowed customers to own that concept and express themselves in their own unique and irreverent way. The campaign added a fun element to the lives of the consumers and it’s heartening to see the love and engagement it garnered on MX TakaTak.”
Viraj Jit Singh, SVP and Head of Revenue at MX Player & MX TakaTak further added saying, “This association with PepsiCo India has broken previous benchmarks on the platform and has gone on to become our most successful branded campaign on MX TakaTak. Quality content, coupled with high engagement levels in the short videos that our influencers create strikes a chord with hundreds of millions across the country and encourages them to actively participate in the challenge as well.”
With over 150Mn Monthly Active Users – this homegrown platform offers advertisers a large and diverse audience base to engage with and its customized solutions include an innovative approach for multiple business goals – be it reach and frequency, engagement, or impact.
Download the MX TakaTak app today: https://bit.ly/MXTakaTakApp
About MX TakaTak
MX TakaTak – a short format video app by MX Player is a world-class, home-grown platform that offers a wide variety of short-form content and creation tools like a well-organized and exhaustive background music library, advanced beautification tools, new & innovative effects/filters, sound mixing, and voice over recording amongst others. This app aims to nurture and enable digital enthusiasts to build their own success stories as influencers by enjoying and creating imaginative short format videos across genres such as Dialogue Dubbing, Comedy, Gaming, DIY, Food, Sports, Memes and many more. Generating 2 billion+ video views daily and home to 48Mn+ unique content creators, this free to use platform caters to 150Mn Monthly Active Users.
About MX Player
MX Player is an entertainment super app that caters to over 280 million Monthly Active Users in India, integrating all forms of entertainment on one platform – including video playback, streaming video, music and gaming. Defining “everytainment” for viewers with entertainment that suits every mood, it currently operates on an ad-supported model and hosts a wide library of over 2,00,000 hrs. of premium content across 10 languages, including a critically acclaimed slate of MX Original/ Exclusives, movies, web series, TV shows, news and audio music. The app is available across Android, iOS, Web, Amazon Fire TV Stick, Android TV and OnePlus TV amongst others.
Having launched its gaming feature in February 2020, Games on MX Player has grown exponentially, and this tournament style slew of hyper-casual mobile games is now available across its Android and iOS apps. MX Player has now spread its footprints across 12 markets including UAE, US, Canada, UK, Australia, New Zealand, Bangladesh, Nepal, Afghanistan, Srilanka, Maldives, and Bhutan. MX has further expanded its business with the launch of its short format video app MX TakaTak – a home-grown platform that offers a wide variety of short-form content and creation tools across genres that is home to the largest number of 48Mn+ unique content creators as well as MX ShareKaro that is an easy-to-use file sharing app with rapid transfer speed.