{"id":7245,"date":"2020-03-16T07:43:13","date_gmt":"2020-03-16T07:43:13","guid":{"rendered":"http:\/\/mindstorm.in?p=7245"},"modified":"2021-03-18T19:14:11","modified_gmt":"2021-03-18T13:44:11","slug":"the-remarkable-rise-of-tiktok-in-india","status":"publish","type":"post","link":"https:\/\/mindstorm.in\/old-backup\/blog\/the-remarkable-rise-of-tiktok-in-india","title":{"rendered":"The Remarkable Rise of TikTok in India"},"content":{"rendered":"\n<p>TikTok&#8217;s relentless growth in India is hitting Facebook and Instagram to the next level. It has become India&#8217;s fastest-growing and most-downloaded app. TikTok is the most hyped social media platform of 2019 and its success is set to continue in 2020. <\/p>\n\n\n\n<p><strong>Below are the top 10 TikTok campaigns in India 2019.<\/strong><\/p>\n\n\n\n<!--more-->\n\n\n\n<h3><strong>1. Pepsi India Campaign: #SwagStepChallenge<\/strong><\/h3>\n\n\n\n<p>Pepsi India ran a successful campaign by crowd-sourcing videos for #SwagStepChallenge. The hashtag has over 37.2 billion views and went viral among all. They positioned Tiger Shroff and Disha Patani as a benchmark for people to match their dance grooves. They further combined some popular influencers in the campaign which commenced a successful TikTok campaign for Pepsi India.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<div class=\"video-container\"><iframe title=\"Swag Step Challenge on Tik tok\" width=\"1170\" height=\"658\" src=\"https:\/\/www.youtube.com\/embed\/PSfYquC59NE?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/div>\n<\/div><\/figure>\n\n\n\n<h3><strong>2.Zomato India: #ZomatoRideToFame<\/strong><\/h3>\n\n\n\n<p>Zomato India doesn\u2019t have a significant number of followers or a constant supply of content but managed to achieve over 12.6 million views for their #ZomatoRideToFame campaign on TikTok.<\/p>\n\n\n\n<p>Zomato used their delivery partners and gave them a platform to sing, dance and showcase their hobbies. They offered a chance of winning prizes worth \u20b91,00,000 which created a buzz.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">Here&#39;s something that will make your day \u2013 some of our delivery partners showcasing their talents. \ud83c\udfa4\ud83c\udfbc <a href=\"https:\/\/twitter.com\/hashtag\/RideToFame?src=hash&amp;ref_src=twsrc%5Etfw\">#RideToFame<\/a> <a href=\"https:\/\/t.co\/GOAfw2H6rO\">pic.twitter.com\/GOAfw2H6rO<\/a><\/p>&mdash; zomato india (@zomatoin) <a href=\"https:\/\/twitter.com\/zomatoin\/status\/1167028630343626753?ref_src=twsrc%5Etfw\">August 29, 2019<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<h3><strong>3. Lay\u2019s India: #Wavez4India<\/strong><\/h3>\n\n\n\n<p>Lay\u2019s India was able to launch a new product with over 9.3 billion views on their campaign #Wavez4India and created user-generated promotional content about it on TikTok. It involved content like \u201cPick a pack of the new Lay&#8217;s Wavez and bite into &#8216;Fun Ka New Shape&#8217;. The campaign promoted Yuvraj Singh and choreographer Shakti Mohan. The tune included the spirit of cricket and dance, giving people a reason to groove as well as cheer for India.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">India is all set to makes the Wavez.<br>Do the Wavez!<br>Twist, shout, crunch it out loud with Lay\u2019s <a href=\"https:\/\/twitter.com\/hashtag\/Wavez4India?src=hash&amp;ref_src=twsrc%5Etfw\">#Wavez4India<\/a> Challenge &amp; don\u2019t forget to tag us! <a href=\"https:\/\/t.co\/WM3EcwJN2X\">pic.twitter.com\/WM3EcwJN2X<\/a><\/p>&mdash; Lay&#39;s India (@Lays_India) <a href=\"https:\/\/twitter.com\/Lays_India\/status\/1148924935529566208?ref_src=twsrc%5Etfw\">July 10, 2019<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<h4><strong>4. Hopscotch India: #MomRapChallenge<\/strong><\/h4>\n\n\n\n<p>Hopscotch is a kidswear fashion brand that used TikTok to wish their audience on the occasion of Mother\u2019s Day. The campaign gave people an opportunity to act with their mothers and their kids, producing fun content. As a result, the #MomRapChallenge video received 5.2 Billion views on TikTok and became one of their most successful branded campaigns.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">Watch our mommy Sneha Paliwal create a cool version of the <a href=\"https:\/\/twitter.com\/hashtag\/MomRapChallenge?src=hash&amp;ref_src=twsrc%5Etfw\">#MomRapChallenge<\/a>!\ud83c\udfa4\ud83c\udfb6<br>Send in your entries today before our challenge ends! \ud83d\ude03<br>Head over to <a href=\"https:\/\/t.co\/R9Jg6cQNBT\">https:\/\/t.co\/R9Jg6cQNBT<\/a> today to participate and stand a chance to win Hopscotch vouchers worth upto Rs. 50000!<a href=\"https:\/\/twitter.com\/hashtag\/HopscotchMoment?src=hash&amp;ref_src=twsrc%5Etfw\">#HopscotchMoment<\/a> <a href=\"https:\/\/t.co\/OyMZ0fW7Nf\">pic.twitter.com\/OyMZ0fW7Nf<\/a><\/p>&mdash; Hopscotch (@Hopscotchindia) <a href=\"https:\/\/twitter.com\/Hopscotchindia\/status\/1129642970146328576?ref_src=twsrc%5Etfw\">May 18, 2019<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<h4><strong>5. Clean and Clear:&nbsp; #UnbottleApnaSwag<\/strong><\/h4>\n\n\n\n<p>This Clean and Clear campaign is one of its most successful brand hashtag campaigns with 15.8 billion views. #UnbottleApnaSwag was curated for the launch of a limited edition pack. A quirky brand anthem with high-quality UGC videos was produced by audiences, making the campaign go viral.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">A new twist on a product requires a fresh way to advertise. Meet virality manifest in TikTok&#39;s <a href=\"https:\/\/twitter.com\/hashtag\/HashtagChallenge?src=hash&amp;ref_src=twsrc%5Etfw\">#HashtagChallenge<\/a>. Check out how <a href=\"https:\/\/twitter.com\/CleanandClearIN?ref_src=twsrc%5Etfw\">@CleanandClearIN<\/a> became the center of attention with its <a href=\"https:\/\/twitter.com\/hashtag\/UnbottleApnaSwag?src=hash&amp;ref_src=twsrc%5Etfw\">#UnbottleApnaSwag<\/a> Hashtag Challenge: <a href=\"https:\/\/t.co\/DUf6cMYw9x\">https:\/\/t.co\/DUf6cMYw9x<\/a> <a href=\"https:\/\/t.co\/s51yXIxwCA\">pic.twitter.com\/s51yXIxwCA<\/a><\/p>&mdash; TikTok For Business (@TikTokBusiness) <a href=\"https:\/\/twitter.com\/TikTokBusiness\/status\/1198934912771874816?ref_src=twsrc%5Etfw\">November 25, 2019<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<h4><strong>6. Olx: #OLXDekhaHai<\/strong><\/h4>\n\n\n\n<p>OLX created an official account on TikTok and launched a hashtag challenge called the #OLXDekhaHai campaign. The main aim was to reach out to a wider audience and create awareness about OLX and the new logo. Users were encouraged to participate in this activity to create their version of OLX video using the brand music. The campaign has recorded more than 14.4 billion views.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">The clock is ticking!<a href=\"https:\/\/twitter.com\/hashtag\/OLXDekhaHai?src=hash&amp;ref_src=twsrc%5Etfw\">#OLXDekhaHai<\/a> Tik Tok challenge has already crossed 1.6 billion views! Click here to participate: <a href=\"https:\/\/t.co\/Tcepy9IRaG\">https:\/\/t.co\/Tcepy9IRaG<\/a><br>Three entries will win an iPhone!<a href=\"https:\/\/twitter.com\/hashtag\/OLX?src=hash&amp;ref_src=twsrc%5Etfw\">#OLX<\/a><br><br>T&amp;C Apply <a href=\"https:\/\/t.co\/5fdrjbcFx4\">https:\/\/t.co\/5fdrjbcFx4<\/a><a href=\"https:\/\/twitter.com\/hashtag\/contestalert?src=hash&amp;ref_src=twsrc%5Etfw\">#contestalert<\/a> <a href=\"https:\/\/t.co\/alGYS0i17I\">pic.twitter.com\/alGYS0i17I<\/a><\/p>&mdash; OLX India (@OLX_India) <a href=\"https:\/\/twitter.com\/OLX_India\/status\/1173583494225657856?ref_src=twsrc%5Etfw\">September 16, 2019<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<h4><strong>7. Moov #MakeYourMoov<\/strong><\/h4>\n\n\n\n<p>Moov\u2019s #MakeYourMoov was another popular hashtag challenge that gave TikTok users an opportunity to showcase their unique fitness moves. The campaign received 10.2 billion views. Also, the campaign was a tribute to the Fit India Movement launched by Prime Minister Narendra Modi.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">The <a href=\"https:\/\/twitter.com\/hashtag\/MakeYourMoov?src=hash&amp;ref_src=twsrc%5Etfw\">#MakeYourMoov<\/a> Challenge reaches its culmination with a bang! Brought to you in association with the <a href=\"https:\/\/twitter.com\/hashtag\/FitIndiaMovement?src=hash&amp;ref_src=twsrc%5Etfw\">#FitIndiaMovement<\/a>, <a href=\"https:\/\/twitter.com\/moov?ref_src=twsrc%5Etfw\">@moov<\/a>.india is keeping with their pledge to help you lead an active lifestyle. Join us LIVE,  find the solution to all your body pain <a href=\"https:\/\/t.co\/1oSINQ0ZUa\">https:\/\/t.co\/1oSINQ0ZUa<\/a><\/p>&mdash; Moov India (@moovindia) <a href=\"https:\/\/twitter.com\/moovindia\/status\/1177113232072298496?ref_src=twsrc%5Etfw\">September 26, 2019<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<h4><strong>8. Center Fruit: #moodtingtongtwist<\/strong><\/h4>\n\n\n\n<p>Center Fruit used TikTok to launch it\u2019s chewing gum Chatpata Sparkiez. Center Fruit used the Hashtag Challenge by involving influencers. Their \u2018Mood Ting Tong\u2019 tagline challenged users to showcase how eating a Center Fruit Chatpata Sparkiez could perk one up and convert any boring situation into an exciting one. The mood transmutation was captured through user-generated content after the consumption of Center Fruit Chatpata Sparkiez. The campaign has recorded more than 4.9 billion views.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<div class=\"video-container\"><iframe title=\"Center fruit makes your mood Ting Tong\" width=\"1170\" height=\"658\" src=\"https:\/\/www.youtube.com\/embed\/jkMi4TrqPIY?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/div>\n<\/div><\/figure>\n\n\n\n<h4><strong>9. Flipkart: #BigBillionStar<\/strong><\/h4>\n\n\n\n<p>Flipkart\u2019s #BigBillionStar campaign has recorded more than 15.6 billion views. Looking to generate a buzz around its Big Billion Days Festive sale, Flipkart ran a campaign under the hashtag #BigBillionStar. The campaign featured it\u2019s brand ambassadors &#8211; Virat Kohli, Amitabh Bachchan, MS Dhoni, and Alia Bhatt. All the participants had to make duets alongside the stars. The five best duets would win the Realme 3 pro phones from Flipkart.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\"><a href=\"https:\/\/twitter.com\/hashtag\/BigBillionStar?src=hash&amp;ref_src=twsrc%5Etfw\">#BigBillionStar<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/TheBigBillionDays?src=hash&amp;ref_src=twsrc%5Etfw\">#TheBigBillionDays<\/a><br>12 am to big offer start oll friends hari up for flipkart<a href=\"https:\/\/twitter.com\/hashtag\/AajKiRaat?src=hash&amp;ref_src=twsrc%5Etfw\">#AajKiRaat<\/a> <a href=\"https:\/\/twitter.com\/Flipkart?ref_src=twsrc%5Etfw\">@Flipkart<\/a> <a href=\"https:\/\/twitter.com\/tiktok_us?ref_src=twsrc%5Etfw\">@tiktok_us<\/a> <a href=\"https:\/\/twitter.com\/sjnrabari?ref_src=twsrc%5Etfw\">@sjnrabari<\/a> <a href=\"https:\/\/twitter.com\/Dilipsinh_18?ref_src=twsrc%5Etfw\">@Dilipsinh_18<\/a> <a href=\"https:\/\/twitter.com\/RajputMital3?ref_src=twsrc%5Etfw\">@RajputMital3<\/a> <a href=\"https:\/\/twitter.com\/BhavinC25594914?ref_src=twsrc%5Etfw\">@BhavinC25594914<\/a> <a href=\"https:\/\/t.co\/Ehii4sK8OC\">pic.twitter.com\/Ehii4sK8OC<\/a><\/p>&mdash; nayan rajput (@nayanra47430565) <a href=\"https:\/\/twitter.com\/nayanra47430565\/status\/1178363074153078785?ref_src=twsrc%5Etfw\">September 29, 2019<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\"><a href=\"https:\/\/twitter.com\/Flipkart?ref_src=twsrc%5Etfw\">@Flipkart<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/BigBillionStar?src=hash&amp;ref_src=twsrc%5Etfw\">#BigBillionStar<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/TheBigBillionDays?src=hash&amp;ref_src=twsrc%5Etfw\">#TheBigBillionDays<\/a><br>Here is my duet with <a href=\"https:\/\/twitter.com\/msdhoni?ref_src=twsrc%5Etfw\">@msdhoni<\/a> <a href=\"https:\/\/t.co\/vipu9TMcLM\">pic.twitter.com\/vipu9TMcLM<\/a><\/p>&mdash; Prakash Toshniwal (@itsprks) <a href=\"https:\/\/twitter.com\/itsprks\/status\/1177813958658412544?ref_src=twsrc%5Etfw\">September 28, 2019<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\"><p lang=\"tr\" dir=\"ltr\"><a href=\"https:\/\/twitter.com\/hashtag\/BigBillionStar?src=hash&amp;ref_src=twsrc%5Etfw\">#BigBillionStar<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/TheBigBillionDays?src=hash&amp;ref_src=twsrc%5Etfw\">#TheBigBillionDays<\/a> <a href=\"https:\/\/twitter.com\/Flipkart?ref_src=twsrc%5Etfw\">@Flipkart<\/a> <a href=\"https:\/\/twitter.com\/aliaa08?ref_src=twsrc%5Etfw\">@aliaa08<\/a><br><br>Tiktok &#8211;&gt; suruchimehtaz <a href=\"https:\/\/t.co\/PQb9fnIoI3\">pic.twitter.com\/PQb9fnIoI3<\/a><\/p>&mdash; Suruchi Mehta (@Suruchi_Mehtaa3) <a href=\"https:\/\/twitter.com\/Suruchi_Mehtaa3\/status\/1174620255391322112?ref_src=twsrc%5Etfw\">September 19, 2019<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<h4><strong>10. FoodFood: #FoodOfIndia<\/strong><\/h4>\n\n\n\n<p>FoodFood has shared a number of snackable, bite-sized videos on TikTok. They also created a space for chefs and food enthusiasts to share recipes in a visual format. They gained over 1.8 billion views for the campaign. In addition to that, people could win food hampers worth \u20b910,000 which created a buzz.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<div class=\"video-container\"><iframe title=\"Blindfold | #FoodOfIndia Challenge on Tik Tok\" width=\"1170\" height=\"658\" src=\"https:\/\/www.youtube.com\/embed\/bVCFgnTOb6Q?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/div>\n<\/div><\/figure>\n\n\n\n<p>Here were some of the most amazing viral marketing campaigns carried out using TikTok. Each one of them brimmed with ingenuity that leveraged the chaos within their niche to maximize awareness for their brand. Let us help you do the same, as we at Mindstorm leverage the opportunity behind every social media platform ranging from Facebook, Instagram to TikTok. <\/p>\n\n\n\n<p>Mindstorm, a\u00a0<a href=\"https:\/\/mindstorm.in\">\u2018Hybrid\u2019 Digital Marketing Agency in Mumbai<\/a>\u00a0delivers exactly that. Our team has expertise on boosting social media presence of the brand and building the right kind of buzz in the target audience. Also lead generation, and test drive promotions before pumping more money on advertising. Through all these services, Mindstorm empowers brands with real-time and personified creative communications to effectively target social media marketing goals. Also make the brand reach new heights.We don\u2019t simply follow trends at Mindstorm, we set them.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>TikTok&#8217;s relentless growth in India is hitting Facebook and Instagram to the next level. It has become India&#8217;s fastest-growing and most-downloaded app. TikTok is the most hyped social media platform of 2019 and its success is set to continue in 2020. Below are the top 10 TikTok campaigns in India 2019.<\/p>\n","protected":false},"author":1,"featured_media":8773,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[72],"tags":[],"_links":{"self":[{"href":"https:\/\/mindstorm.in\/old-backup\/wp-json\/wp\/v2\/posts\/7245"}],"collection":[{"href":"https:\/\/mindstorm.in\/old-backup\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mindstorm.in\/old-backup\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mindstorm.in\/old-backup\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/mindstorm.in\/old-backup\/wp-json\/wp\/v2\/comments?post=7245"}],"version-history":[{"count":13,"href":"https:\/\/mindstorm.in\/old-backup\/wp-json\/wp\/v2\/posts\/7245\/revisions"}],"predecessor-version":[{"id":9358,"href":"https:\/\/mindstorm.in\/old-backup\/wp-json\/wp\/v2\/posts\/7245\/revisions\/9358"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mindstorm.in\/old-backup\/wp-json\/wp\/v2\/media\/8773"}],"wp:attachment":[{"href":"https:\/\/mindstorm.in\/old-backup\/wp-json\/wp\/v2\/media?parent=7245"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mindstorm.in\/old-backup\/wp-json\/wp\/v2\/categories?post=7245"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mindstorm.in\/old-backup\/wp-json\/wp\/v2\/tags?post=7245"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}