Gandhi brings more than two decades of industry experience to the role.

The campaign is aimed at empowering creators to create content around various themes with a focus on education, motivation, safety, health, and wellness.

It made a reference to a 2014 Vim commercial by Lowe Lintas

The initiative is aimed at encouraging students to create meaningful content on TikTok across themes such as education, motivation, health and wellness.

In a conversation with the TikTok team on their campaign, #WaitASecToReflect. As part of this initiative, the brand is urging users to "wait a second and reflect" before posting any content online.

The platform is slowly emerging to be a voice for the police force of the country to start conversations around various social issues.