After Bollywood debut, TikTok wants to insert itself into popular culture

The Bala exposure gives the app mainstream acceptability, says Sandeep Goyal, founder of marketing and media consultancy, Mogae Media

It is the blockbuster of the season and the star, sharing screen space with a balding hero, is video-sharing social network TikTok. It flashes up on the screen right at the beginning; one half of the romantic lead couple of the movie Bala, Yami Gautam, is a TikTok star and a much sought after mini influencer on the platform and the other, Ayushmann Khurrana, works with a brand she endorses.

When they meet for the first time, Gautam asks Khurrana if they have met before and he replies, “TikTok pe miley to hai itni baar,” (We have met several times on