iWorld
Tiki launches #CuttputlliOnTiki campaign to promote Pooja Entertainment’s film
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.”
iWorld
X launches XChat messaging app on iOS with calls and encryption
Standalone app marks shift from “everything app” vision, adds E2E messaging.
MUMBAI: From one big app to many small chats, X seems to be splitting its ambitions. X has rolled out its standalone messaging app, XChat, to iOS users, opening up a new front in its evolving product strategy. The app allows users to connect with existing X contacts through private and group messages, file sharing, as well as audio and video calls. The launch follows a limited beta phase, where the platform tested the product with a smaller user base to refine the experience. Now available publicly, XChat marks a notable pivot from earlier ambitions championed by Elon Musk to turn X into a single “everything app” combining messaging, payments, commerce and more.
Instead, the company under xAI ownership and backed by SpaceX appears to be building a suite of standalone applications, each targeting specific use cases while expanding its broader ecosystem.
At launch, XChat includes end-to-end encrypted messaging, PIN-based access, disappearing messages, and features such as message editing, deletion for all participants, and screenshot blocking. The company has also said the app is free from advertisements and tracking mechanisms, positioning it as a privacy-first alternative in a crowded messaging space.
However, security claims around the platform are likely to face scrutiny. Earlier iterations of XChat drew criticism from experts who argued it fell short of established encrypted platforms like Signal. With the wider rollout, the app is expected to undergo fresh evaluation to assess whether those concerns have been addressed.
Beyond messaging, XChat will also house X’s Communities feature, which is being discontinued on the main platform due to low usage and spam concerns. Migrating these users could provide an early boost to adoption, effectively turning XChat into both a communication and community hub.
The move underscores a broader recalibration at X less about cramming everything into one app, and more about spreading bets across multiple touchpoints, one message at a time.
