TikTok takes pride in its diverse content creators

• TikTok has launched a video featuring some of its popular creators such as Aawez Darbar, Mridul Madhok and Anmol Bhatia in an edgy avatar. The advertisement has been created by Ketchup, lead by Kulteja Ponnada.
• #TikTokRewind2019 film is a reflection of its creative canvas and diversity. It gives a sneak-peek into how the year 2019 went for the platform.
• The video has already garnered close to 37 millions views on YouTube within three days of launch.

2019 was full of ups and downs for TikTok. Mid-year, Bytedance’s TikTok was asked by the Ministry of Electronics and Information Technology to be taken down from Google and Apple app stores. However, TikTok got Sandhya Sharma on-board to keep a check on government policies and relations in India and the matters were later settled in court with a promise of self-regulation.

After dodging that bullet, the second half of the year was when TikTok emerged as one of the leading platforms in the country. Millions of people participated in entertaining, quirky, and joyful moments. It grew 120-million-strong in June and later, brands like Pepsi, Lays, Calvin Kein, Realme, and most recently, UN Women India joined TikTok.

The application has been a great opportunity for people beyond Tier II to express themselves, which also gives brands an opportunity to latch on to.

TikTok has released an advertisement summarising how the year went and taking pride in its diverse content and community. According to TikTok, its #TikTokRewind2019 film is a ‘reflection of the huge creative canvas that TikTok is’.

Users from all walks of life have embraced the platform to showcase their talent and express themselves creatively. With tools and features available to create this diverse content, including innovative filters, trending music tracks, and in-app challenges to support social causes, TikTok reminds the audience how there is room for every kind of content creator on its platform.

It also highlights how the platform has helped its users overcome their inhibitions. The film has an edgy look and graphic visuals that aims to encapsulate the diversity of its users. It is for the first time that TikTok has launched a horizontal video in a 2:15-minutes-long campaign and seems to target Gen Z.