Former Sony Music India general manager, Poonam Nikam, has joined the Chinese Internet giant ByteDance as global communications manager.

ByteDance owns the popular short video app, TikTok which has over 200 million users in India, making the country one of its biggest markets outside China.

Nikam, previously with Sony Music India and Bharti Airtel as general manager and manager corporate communications respectively, comes to ByteDance at a time when TikTok is a rage in India, especially in small towns. 

Local language short-form videos are booming on TikTok with marketers looking to capitalise on this. Recently Flipkart's campaign for its upcoming Big Billion Days received 3 billion views in 3 days according to The Economic Times.