• TikTok’s most popular campaign, #EduTok engaged with the student community from prominent colleges such as Indian Institute of Technology-Mumbai and Narsee Monjee
  • The initiative is aimed at encouraging students to create meaningful content on TikTok across themes such as education, motivation, health and wellness
  • #EduTok has been consistently trending on TikTok for over three months, garnering over 35.6 billion views for educational videos across categories

India, September 04, 2019: TikTok, the world's leading short video platform, recently concluded its first phase of the offline initiative, EduTokXCampus. The campus program was aimed at encouraging knowledge sharing among the student community and motivating them to hone their talent by creating and sharing educational content on TikTok. As part of the program, TikTok collaborated with leading education institutions such as Narsee Monjee College of Commerce and Economics, Indian Institute of Technology-Mumbai, and Kelkar (V.G. Vaze college). Celebrities such as Radhika Apte, a leading Bollywood actress was also present at the events in Mumbai to support the campaign and engage with the student community on creating relevant content.

The events saw a great response from the students across Mumbai. Over 800 students attended these events and also got the opportunity to interact with personalities such as former Indian footballer, Baichung Bhutia, Actress and Presenter, Mandira Bedi and popular #EduTok creators such as Mridul Madhok and Awal Madaan. RJ Rohini who moderated the events in the colleges, also advised students on how to create relevant and significant content on #EduTok.

The college events comprised of panel discussions with celebrities and homegrown #EduTok creators to discuss and enlighten the positive use of short video apps such as TikTok and how #EduTok can enable students with tips and tricks across education, health, fitness, beauty, motivation and many other categories. The panel discussions touched upon how celebrities are using #EduTok effectively to share information across themes and how platforms like TikTok are encouraging users to explore their passion and nurture careers as digital entrepreneurs. The #EduTokXCampus initiative aims to support independent creators and encourage students to come forward with interesting and innovative educational content.

To motivate students to upload educational videos on TikTok using #EduTok, in-app competitions were held at each college. The competition saw participation in great numbers from all the institutes, making the overall initiative a huge success.
Baichung Bhutia, while engaging with the students at Narsee Monjee College of Commerce and Economics, said, “EduTok is a great initiative as it transcends all limitations to exhibit and gain knowledge. There is never an age to learn and I would like to congratulate TikTok for spearheading this message through this campaign. Not only does it encourage the youth to learn but it also inspires and motivates them to share their knowledge with the larger audience.”

Radhika Apte, while commenting on this initiative at Kelkar College, said “TikTok has been able to capture the true power of social media very positively and effectively, across the country. Initiatives such as EduTok has given youth the freedom to learn as well as have fun at the same time. I truly believe that EduTok is a great initiative and is sure to influence the lives of impressionable minds in meaningful ways.”

Nitin Saluja, Director, Public Policy, TikTok said, “TikTok has always been committed to uplifting the youth of the country and EduTok is a testament to the same. We have been taking serious strides in giving opportunities to our users, where they can express themselves creatively and also grow as individuals. As we strive to contribute to the growth of India’s creative economy, the overwhelming response from the students in Mumbai assures us that we are moving in the right direction.”

EduTokXCampus conducted its first phase in Mumbai and is now looking at hosting similar events in leading universities in the future.