Either first, or last / Dettol India has responded quickly with a public-health campaign that communicates a vital message in a way that is fun and encourages participation and, at the same time reminds people of its brand at a time when personal hygiene products are likely to move top of mind for vast numbers of people.
TikTok on the rise / TikTok has seen a meteoric rise in usage, with mobile market data provider App Annie revealing in its State of Mobile 2020 report that global time spent on TikTok grew 210% from 2018 and 2019. The report also found that TikTok had the fourth-highest number of downloads worldwide and the sixth-largest in terms of global active users in 2019.
TikTok’s popularity has accelerated particularly quickly in India. The app currently has 200 million users in the country, and TikTok’s head of operations in India Nikhil Gandhi recently told the Financial Times that the platform’s users were likely to increase by at least 50% in 2020. This was before the country had gone into a complete nationwide lockdown to prevent the spread of the disease, and the platform’s users are likely to increase even more as a result of people’s isolation (social media usage has skyrocketed during the pandemic).
