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Case-Cation
2020

What lies ahead?

2 ShARE IIT DELHI / Case-Cation 2020

GUIDELINES
• Participants are required to submit their solution by mailing it
to thecasecation@gmail.com latest by 28th July 2020 (11:59
PM) with the subject – “Team Name_College_Casecation”

• The solution presentation must be shared in both PPT and

PDF format with maximum 10 slides, excluding the title slide
and the executive summary. The name of the document must
be in the format: ‘Team Name_College_Casecation’

• Any assumption made by the candidate must be clearly

stated and justified.

• The solutions of the case study will be judged based on the

following criteria – innovation, logical reasoning, analytical
skills, feasibility of solutions and frameworks used

• The decision of the organizers shall be final and binding in all

cases.

• Results for the first round shall be announced on ShARE IIT

Delhi’s social media handles.

• For further queries, feel free to contact –

• Aditya : +91-9811868656
• Jayesh : +91-9904747597
https://www.youtube.com
This Case Is All You Ever Wanted!
/watch?v=T6mBfQj_iBs
 ShARE IIT DELHI / Case-Cation 2020 3

BACKGROUND
• The government’s decision to ban TikTok along with 58
other apps, on 29th June, left everyone in shock, some in
dismay and some in joy. The talking point of this decision
was TikTok, an app by Chinese company ‘ByteDance’ which
was launched in 2016 and quickly rose to prominence with
the app being the most downloaded app in 2018 and 2019,
with 323 million downloads in India in 2019. Right before
the ban, TikTok was in close competition with YouTube
gaining eyes of various brands through its branding and
advertising opportunities and was a source of income for
thousands of influencers in the country.
• The ban by the Indian Government has become one of the
sore points in the growing frictions between India and
China and has a left a giant social-media hole. This hole is
now quickly being filled in by smaller apps that are focused
on the short-video category such as Roposo, which has
added millions of users over the past month. At the end of
the day, the strong demand for short-form video apps looks
to be a resilient, enduring trend.
• MX player, which started out as a video player back in 2011
and recently pivoted and relaunched as an OTT platform in
2019, has decided to capture this growing demand for
short-form video apps by launching ‘MX TakaTak’ on July
10th. MX TakaTak allows users to create short videos and
share them on social media. Similar to TikTok, it enables
video browsing across genres such as dialogue dubbing,
comedy, gaming etc. Within 2 weeks since its launch, MX
TakaTak has had over 10 million downloads.
• Times Group, which owns the MX Player entity, is trying to
fill this massive void and sees this as the perfect opportunity
to enter this domain with TikTok not around for a while.
 ShARE IIT DELHI / Case-Cation 2020 4

PROBLEM
STATEMENT
• Even though TikTok is banned for now,
the government has stated that the ban
is temporary and can be lifted when
guidelines are met, creating an
uncertainty and urgency for the new
Indian players. Adding on to that, with
over four dozen Indian apps fighting for
this market including from established
players like Facebook (Instagram Reels),
ShareChat and InMobi’s Roposo, how
can MX TakaTak create a foothold in this
segment? Use necessary frameworks
and propose a market capture strategy.

• Assuming TakaTak can create a significant user base in India,

what measures specific to the Indian market should the
company focus on to scale and sustain the growth? Suggest a
suitable growth strategy and a business model for TakaTak
filling the gap of TikTok for the advertisers while competing
with YouTube.

This case study was created by ShARE IIT Delhi solely for Case-Cation 2020 and cannot be used elsewhere without permission.
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