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TikTok chooses McCann Worldgroup to handle a creative project

TikTok has seen a meteoric rise in popularity and according to an India Today report, in 2019, Indians spent over 5.5 billion hours on the app.

Such has been the popularity of the TikTok that even brands decided to leverage the short video app's reach.

Parle, the biscuits and confectionary brand had unveiled a series of GIFs on the platform as part of its campaign #SeekDontHide campaign.

The app also made its foray into Bollywood where it played a pivotal role in the movie Bala (2019) where Balmukund 'Bala' Shukla (Ayushmann Khuranna) falls in love with TikTok star Pari Mishra (Yami Gautam).

Even at stores selling mobile accessories, people who wish to create TikTok videos ask for products using the app's name. For instance, people will ask for 'TikTok light' which is a basically ring light that is used to illuminate the face when shooting content.