VOOT Studio partners with TikTok to launch “Work It Up” a celebrity chat show with an educational-fitness twist


MUMBAI: VOOT, India’s second largest premium video on demand platform      has collaborated with TikTok, world’s leading short video platform,  to make B-town favorites sweat out secrets as they ditch the usual couch and ‘Work It Up” in the all new celebrity chat show- TikTok India presents “Work It Up”. Hosted by Bollywood insider and fitness queen, Sophie Choudry, the show is all set to engage its viewers with fun, fitness and diet stories from their favorite Bollywood celebrities, whilst they get candid and reveal their fun and edgy locker room secrets. The show will      go live      starting 13th October 2019, exclusively on VOOT.

Launched in April, VOOT Studio is a playbook for advertisers and brands across categories that has been 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 conceptualized by VOOT Studio for TikTok under the    #EduTok initiative, one of TikTok’s most successful knowledge-based campaigns 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 in the society with leading Bollywood celebs sharing their fitness mantras with Voot viewers and TikTok’s 200 million strong community of users    

After the massive popularity of VOOT’s celebrity chat show Feet Up with the Stars, the all new quirky and category first chat show presented by TikTok India will reveal fitness regimes, fun workouts, and more, that make B-Town celebs stunning and popular

amongst their fans. “Work It Up” is a 7part series featuring leading Bollywood faces such  as Kriti Sanon, Vaani Kapoor, Malaika Arora and many more.

Speaking about the show, 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 story telling 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 favorite stars.” 

Speaking about the association with VOOT, 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.”

Set to stream soon exclusively on VOOT, TikTok presents “Work it Up” With Sophie Choudry will give you a sneak peek into the glamorous, sassy, chic and charismatic lives of your favorite stars who have made gym looks popular.

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