TikTok had been temporarily removed from the Google Play Store and Apple Store in April for two weeks due over concerns that the app encouraged pornography and made children vulnerable to sexual predators.
Since TikTok's launch in India, several brands have created promotional campaigns exclusively for the platform, according to a report by Business Standard.
TikTok, owned by Chinese company ByteDance, has around 200 million users in the country, according to Statista.
The average age of an Indian user on TikTok is 13-14 years old, giving advertisers plenty of opportunity to connect with a young audience and generate engagement.
Earlier in May, Pepsi launched a challenge titled "Har Ghoont Mein Swag", where they asked to users to post videos of themselves performing hook steps on TikTok.
The challenge has so far generated 4 billion views, according to Business Standard. This makes the campaign the most successful one so far on TikTok.
Other brands that have made use of the platform's growing popularity are Voonik, Myntra, Cuemath, Masterclass, and Dunzo.
TikTok also has features that enable engagement between brands and users, such as Hashtag Challenge, Brand Takeover and In-feed Native Video.
The Hashtag Challenge permits brands to create videos and ask users to adapt it. Brand Takeover allows full-screen vertical advertisements while a user is browsing.TikTok had been temporarily removed from the Google Play Store and Apple Store in April for two weeks due over concerns that the app encouraged pornography and made children vulnerable to sexual predators.