To ambush the start of the ICC Cricket World Cup 2019, TikTok, world’s leading short-video platform, in collaboration with global music giant Sony Music’s artist Aastha Gill has launched the TikTok World Cup Anthem titled “Jeetega Saara India.”.
This anthem cheers on Team India to bring the World Cup home and offers users will also have the opportunity to continuously engage and show their love for the game and team India using #CricketWorldCup with their videos.
The Tik Tok Sony partnership aims to encourage users to create content related to the World Cup and compete in multiple in-app challenges as well.
Exclusively available on TikTok, the track was sung by Aastha Gill, composed by Mix Singh and the lyrics were penned by Yawar and Rish.
The track can be downloaded from TikTok via Google Play and Apple App Store.
The song, which is exclusively available on TikTok for its users, sits at the heart of a campaign that also includes thousands of stickers, filters and features available: such collaborations with popular artists fuel TikTok’s mission to enable its users to capture and showcase their creativity, knowledge and moments that matter to them, directly from their mobile phone, enabling everyone to be a creator.
Another strand of the partnership saw TikTok launch a #CricketWorldCup in-app challenge to give five lucky cricket lovers a chance to watch India’s match live in England.
To encourage users pan-India to create engaging content to celebrate the spirit of World Cup, TikTok has also introduced an array of exciting in-app features, including a special sticker to celebrate the tournament.
The ICC’s own official TikTok account offers TikTok users an insight into how the world’s best cricketers are preparing for tournament matches and captures some of the fun moments from their daily lives.
TikTok also plans to launch another in-app campaign when India enters the finals to support the Indian team to get the World Cup home.
Singer Aastha Gill commented: “World Cup springs a feeling of patriotism that energizes a nation. So, when I decided to work on a World Cup song exclusively for TikTok, I wanted to bring alive the same spirit for the rest of us. I knew it had to be to the tune of Saara India now called Jeetega Saara India. This song aims to be a slogan that we all will be rallying around to cheer for the Indian cricket team.”
“At TikTok, we continuously work towards giving our creators an opportunity to create, share and discover content that reflects moments that matter to them and this time is no different,” explained TikTok India Director of Business Development and Music Partnerships Mayank Gandotra.
“’Jeetega Saara India’ captures the feeling of every Indian who wants Team India to bring World Cup home and we are hoping that our users will spread this feeling by creating content using the TikTok World Cup Anthem. This is our way of bringing the entire TikTok community and the country together to support the Indian team during this tournament.”
Sanujeet Bhujabal, Marketing Director, Sony Music India adds, “Music plays a pivotal role in uplifting the spirit of all cricket enthusiasts in India and #CricketWorldCup does exactly that. Aastha’s vocals along with her spirited singing and the lyrics brings out the josh like never before. We are thrilled to be working with TikTok on the same and we are sure the platform will reach the song to over a billion cricket fanatics in India and the globe.”
Comment:
This is a fun, energetic and celebratory anthem that resonates with India’s spirit for the world’s biggest cricket tournament.
Indeed, the ODI World Cup is easily the most anticipated sports event for Indian fans in 2019 – which means that it is the biggest platform for a fledging brand and platform like Tik Tok to leverage around.
TikTok, the world’s most downloaded app, allows users to create short and entertaining video content for the viewers. It offers thousands of stickers, filters, and features available, and such collaborations with popular artists fuel the app’s mission to enable its users to capture and showcase their creativity, knowledge and moments that matter to them, directly from their mobile phone, enabling everyone to be a creator.
TikTok, already the world’s most popular platform for creating and sharing short-form mobile videos, sees millions of users around the world accessing TikTok’s vast music library and have a wide variety of songs to not only discover music but also create innovative, fun and quirky videos.
By using the TikTok World Cup Anthem, users will also have the opportunity to continuously engage and show their love for the game and team India using #CricketWorldCup with their videos.
The anthem has already received 2,331,89 posts to date.
Links:
Tik Tok
https://twitter.com/tiktokindia
https://www.instagram.com/tiktok
https://www.youtube.com/channel/UChPd_WHrv3O-XAXXHLixs7g/featured
https://www.facebook.com/tiktokukofficial
Sony Music India
https://www.youtube.com/user/sonymusicindiaSME
https://twitter.com/SonyMusicNorth
https://www.facebook.com/SonyMusicNorth/
https://www.instagram.com/sonymusic_north/
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