During this festive season, TikTok, a short-video platform, offered creative ways for its user community to celebrate Deepavali and wish their loved ones. To make the special moments in its users’ lives more joyous, as part of #TikTokDiwali, TikTok collaborated with GoIbibo to offer exciting travel packages and launched Deepavali-themed in-app stickers and features to enable users to create Deepavali greetings. Over the Deepavali weekend, TikTok set up an Augmented Reality(AR)-driven offline experience zone to give an opportunity to its users to create personalized and unique greetings with exclusive features.

During the 10 day campaign from 19-28 October, TikTok users created and shared 11.8 million videos using #TikTokDiwali which secured over 16.5 billion views on the app. The overall #TikTokDiwali campaign also saw over 1500 popular creators and over 50 celebrities such as Jacqueline Fernandez, Riteish and Genelia Deshmukh, Rannvijay Singha, Kapil Sharma amongst others share Diwali videos to wish TikTok users on the auspicious occasion. As part of the campaign, users with the most creative greetings were rewarded goCash+, domestic and international travel packages provided by GoIbibo. The collaboration witnessed participation from 15 million users and over 1.5 million users were awarded the goCash+ coupons.