~ The hashtag #FightTheDarkness on TikTok saw close to 700 million views in less than 12 hours ~
On Sunday 5th April, millions of TikTok users participated in #FightTheDarknes in support of Prime Minister Narendra Modi’s appeal to the nation to switch off their lights at 9pm for 9 minutes. TikTok users took to the platform to share this special moment they spent with their families lighting diyas and candles, in a true display of unity, as the country fights COVID-19. A record-breaking number of videos were uploaded on TikTok in India during this event.
The TikTok community is united in its fight against the COVID-19 pandemic. Several celebrities such as Shilpa Shetty Kundra, Urvashi Rautela, Sudheer Babu and Jay Bhanushali along with popular creators including Rishabh Puri and Ritika Badiani among others have joined this initiative and showed their solidarity in the collective by publishing their videos lighting candles, lamps, and diyas and using their mobile phone’s flashlights, encouraging millions of other users to do the same. The hashtag #FightTheDarkness on TikTok saw close to 700 million views in less than 12 hours.
With social distancing keeping most people in their homes, it's easy to get bored during this stressful time. Fortunately, there are countless TikTok creators who are here to help you pick up a hobby, discover the perfect workout routine, or demonstrate a fun in-home activity that you can do to keep your mind active as part of #GharBaithoIndia campaign.
#workathome: Users are capturing their interesting 'work from home' moments
#tiktokchef: Celebrity chefs share recipes and expert tips, encouraging many to learn cooking through short-videos.
#playathome: In-app games with virtual effect help keep users entertained.
#tiktokliveconcert: Popular celebrities and music artists bring LIVE content.
#homefitness: Creators and celebrities share ideas to keep you healthy and kicking at home.
As a platform, TikTok has also proved to be an impactful tool for government agencies to connect with their audience at a local level. For example, the Chief Minister of Kerala and Chief Minister of Maharahtra, Municipal Corporation Of Greater Mumbai along with several other law enforcement agencies including Punjab, Bangalore, Durg, Kerala Police and the Press Information Bureau among others have been leveraging the platform to connect with their local community and running awareness campaigns for the citizens.