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Voot Studio joins hands with TikTok for celebrity chat show ‘Work It Up’

The show that streams from October 13 will see Bollywood celebrities spill some sass and burn some calories while working out with Sophie Choudry for #EduTok, TikTok’s campaign that encourages users to share their knowledge with the TikTok community across themes

Video-on-demand platform Voot has collaborated with TikTok, the short video platform, for a new celebrity chat show ‘Work It Up’. Hosted by Sophie Choudry, the show will engage viewers with fun, fitness and diet stories from Bollywood celebrities while they get candid and reveal their fun and edgy locker room secrets. The show will go live on October 13.

Launched in April, Voot Studio is a playbook for advertisers and brands across categories built using a combination of creative storytelling, in-house production expertise, interactivity offerings, and platform reach all coming together to meet the brand objectives. The upcoming show ‘Work It Up’ has been conceptualised by Voot Studio for TikTok under the #EduTok initiative, TikTok’s knowledge-based campaign that encourages TikTok users to create educational, inspirational and meaningful content across themes, including fitness and well-being. This is India’s first chat show under #EduTok where Voot Studio and TikTok have come together to bring a healthy change with Bollywood celebs sharing their fitness mantras with Voot viewers and TikTok users.

After the popularity of Voot’s celebrity chat show Feet Up with the Stars, the new quirky and category-first chat show presented by TikTok India will reveal fitness regimes, fun workouts that make B-Town celebs popular among their fans. ‘Work It Up’ is a seven-part series featuring Bollywood faces such as Kriti Sanon, Vaani Kapoor, Malaika Arora and others.

Akash Banerj, Head, AVOD Business, Voot, said, “Voot has continuously created content that is immersive and provides an ideal opportunity for brands to integrate and effectively deliver their brand proposition. The recently launched Voot Studio is focused on leveraging this storytelling capability by providing high engagement, innovative and relevant brand solutions for advertisers beyond the conventional 30-seconder format.

“Work it Up created in association with TikTok India is one such initiative that will entertain while educating its viewers through the #EduTok initiative. We are sure that audiences will enjoy the show while also learning from the fitness stories of their favourite stars.”

Sachin Sharma, Director, Sales and Partnerships, TikTok India, said, “#EduTok was conceptualised with an aim to ensure that learning becomes fun and engaging. Fitness is a popular and prominent category among on TikTok’s #EduTok. We are thrilled about our collaboration with Voot as it’s the perfect platform to encourage people to adopt fitness as a lifestyle and inspire them through some of their favourite celebrities. We are excited to see the reaction of our users for the show and look forward to being a part of something that is entertaining and trendy yet inspirational.”

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