How TikTok is the new sensation among brands and creators

In an exclusive chat with Brand Equity, Sumedhas Rajgopal, entertainment strategy and partnerships lead, TikTok (India), tells us the Chinese app’s user base in India is as diverse as the country. Thousands of videos uploaded to the platform every day reflect that diversity we see in user base. Here’s a quick sampling beyond lip-synch fails: Housewives post seasonal recipes, doctors share health tips, millennials partake in hashtag challenges, cricket commentator Aakash Chopra talks sport while
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