Pepsi’s ‘Swag’ anthem creates new record on TikTok

India’s SWAG levels soared this weekend as video creation app, TIK TOK was set ablaze by the tunes of the PEPSI® ‘HAR GHOONT MEIN SWAG’ ANTHEM.

The brand introduced the peppy, 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 the inimitable Ahmed Khan, the Har Ghoont Mein Swag anthem gives today’s generation a soundtrack that defines their life and times.

The spirited ‘Har Ghoont Mein Swag’ hook step was given a new twist via video creation app, 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.

24 hours later, there were OVER 240 MILLION views and over 15,000 user generated videos set to the tune of Har Ghoont Mein Swag have been shared by Tik Tok users, making Pepsi’s hook step challenge the BIGGEST EVER BRAND ACTIVATION ON THE PLATFORM.

Currently the number of views of the #SwagStepChallenge stands at over 850 million.

The #SwagStepChallenge has also received tremendous feedback on content sharing app, INSTAGRAM, generating a reach of 24.2 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.

The Har Ghoont Mein Swag Anthem is a reiteration of Pepsi’s intrinsic connection with music. Over the years, the brand has worked with the most iconic superstars to create powerful pieces of culture around the world. The Har Ghoont Mein Swag anthem is a representation of this – the anthem defines India’s super confidence, it’s unshakeable self-belief, it’s unassailable SWAG.


News in the domain of Advertising, Marketing, Media and Business of Entertainment

More in Marketing