Mumbai: Tiki, a short video-making community, has partnered with Pooja Entertainment to promote the recently launched movie "Cuttputlli," starring Akshay Kumar and Rakul Preet Singh.

After the movie was released on 2 September 2022 on Disney+ Hotstar, Tiki ran a two-week-long campaign, "#CuttputlliOnTiki," which garnered more than 300 million views.

As a part of this campaign, Tiki creators got a chance to make videos with Akshay Kumar and Rakul Preet, and its creators posted more than 80,000 videos supporting and promoting the movie.

The platform helped the promoters connect well with tier two and tier three audiences.

Speaking about the collaboration, Tiki CEO Ian Goh said, "We are elated to have strengthened our association with Bollywood. It is Tiki’s first movie collaboration, and it is an exciting opportunity for Tiki to be a short-video partner for the mega-banner movie. It is also a great opportunity for our creators to showcase their talent with the trending hashtag. Our aim is to promote and support our creators to work in the Bollywood industry. This collaboration will encourage them to work hard towards their dreams."

Commenting on the partnership, Pooja Entertainment producer Deepshikha Deshmukh said, "Tiki’s strong presence in the regional markets has helped us take "Cuttputlli" to remote regions in the country.  It is always fun to partner with creator platforms that aim to support original talent, spreading a wave of positivity and uplifting content creators across the country."