Pepsi associates with Dabangg 3, launches the third phase of its Swag Step Challenge on TikTok

• Pepsi has painted TikTok in Dabangg colors with #SwagStepChallenge.
• It also features a video which has Pepsi®’s new brand ambassador, Salman Khan, encouraging his followers to take the challenge and don the ‘Dabangg Pepsi®’ shades.
• The Challenge broke all records on the app and saw over 5.4 billion views and over 1,00,000 user generated videos over a four-day period.

Pepsi® India has introduced a new spin on its Swag Step Challenge.

The third phase of the brand’s unique Swag Step Challenge comes of the association with movie franchise Dabangg 3. The challenge is one of the first motion triggered challenge created by a brand on the TikTok platform in India. Users can make a Swag sign using their hands to trigger Pepsi branded sunglasses and nod to flip the glasses in the air.

The challenge broke all records on the app and saw over 5.4 billion views and over 1,00,000 user generated videos over a four-day period.

The Swag Step challenge became the fastest hashtag challenge using a branded effect to reach 1,00,000 video creation globally.

It also features a video which has Pepsi®’s new brand ambassador, Salman Khan, encouraging his followers to take the challenge and don the ‘Dabangg Pepsi®’ shades.

A PepsiCo India Spokesperson said, “We are very excited with the response to the Swag Step Challenge. The immense love shown by consumers has helped the Challenge set new benchmarks on the app and break the World record on consumer engagement. The Dabangg edition of the Swag Step challenge received over 1,00,000 video uploads, while the Swag Step Challenge series started earlier this year has around 30 billion views overall. We look forward to delighting consumers with new and exciting content on the app in the coming year.”

Sachin Sharma, Director of Sales and Partnerships at TikTok said, “TikTok successfully allows brands to engage with audiences in an entertaining format. Multiple brands repeated collaboration with us is a testament of the power of short format videos. PepsiCo is our esteemed partner and one of the first few organizations who leveraged our advertising solutions. We began our association with the Swag Step series on Pepsi that has been one of our most successful campaigns in India. The current Dabangg Challenge with our cutting-edge motion triggered brand effects technology has broken records and is topping the popularity charts on our platform. Our association with Pepsi has been very rewarding and we look forward to collaborating with them in the future as well.”

Currently, the cumulative number of views generated across the #SwagStepChallenge series stands at around 30 billion.