SAB TV partnered with TikTok for its new show ‘Tera Kya Hoga Alia’

Mumbai: In one-of-a-kind marketing initiative Sony SAB has partnered with TikTok for a placement for their upcoming show ‘Tera Kya Hoga Alia’

TikTok is very popular in India, with this new initiative SAB TV is planning to make the character Alia more relatable to the viewers. SAB TV will integrate TikTok in the story of Tera Kya Hoga Alia.

SAB TV partnered with TikTok for its new show ‘Tera Kya Hoga Alia’

In the story, Alia (played by Anusha Mishra) is a small-town girl who is extremely social media savvy. Keeping this key characteristic in mind, Sony SAB has seamlessly integrated TikTok in the storyline to showcase Alia’s love for selfies and making TikTok videos.

In the show, the character Alia is also addressed as TikTok wali and her home as ‘TikTok wali ka Ghar’. This integration is in effect from the first episode of the show itself.

Vaishali Sharma, Head, Marketing & Communications, Sony SAB, PAL and Sony MAX Movie Cluster said: “This show, Tera Kya Hoga Alia is built on a very interesting concept that everyone can relate to. We are happy to announce our association with TikTok for this show as it is one of the most popular short-video platforms in the country today. This unique integration will allow us to bring in that personal connect for our viewers as we want them to feel like a part of the content that we produce. Thus, this integration not only has been beautifully weaved into the story but will increase engagement with viewers as well. Alia as a character has the relatability which would resonate with the audiences

Sachin Sharma, Director-Sales and Partnerships, TikTok India said: “We are thrilled to announce our collaboration with Sony SAB for their new show, “Tera Kya Hoga Alia”. This partnership is chartering into unexplored territories on Indian Television which will also help us showcase the passion shared by millions of TikTok users in India. We look forward to seeing the character, Alia, resonating with the audience and be part of something iconic in the making.”

Tera Kya Hoga Alia is set in the beautiful city of Agra and revolves around the life of an overprotective bubbly lady, Alia. She was once the diva of Agra, but loses control of her weight post-pregnancy, eventually leading her to be insecure about her extremely fit and handsome husband.

The show premiered on Sony SAB on 27th August at 10 PM. With this integration, Alia became first-ever Indian Television character to have her own TikTok account.

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