NEW DELHI: Homegrown Short Video App Chingari has teamed up with a Marathi production house Kadak Entertainment to strengthen its regional content library and presence.
Founded by two entrepreneurs, Shruti Akshay Munot and Mayoorii Swwapnil Munot, Kadak Entertainment creates content for a Marathi-speaking audience.
“Breaking stereotypes and realizing our best potential to bring healthy entertainment to our user base was a brand philosophy for Chingari. Kadak Entertainment shares the same brand values and we see a natural match with them and are excited to have them on board, “said Sumit Ghosh, Co-Founder and CEO of Chingari App in a statement.
Kadak founders Shruti and Mayoorii said the company was excited to work with them, especially humor content with different plans for creating content and campaigns.
Mint had previously reported that local short video platforms like Chingari, Mitron, and Moj are making the most of the void created by the TikTok ban, helping small-town users with greater options and greater recognition. They work with video streaming platforms, movie and music labels to generate content that users can engage with and edit. Last month, Chingari teamed up with BandEdge, a music and talent agency, to promote aspiring singers, backstage music bands and dancers, among others.
In addition to Ekta Kapoor’s ALTBalaji for bite-sized content and video memes, which will be available on a separate page, the company had also partnered with the Bengali streaming service Hoichoi to get short video clips and dialogues from shows and films on the platform. ALTBalaji previously worked with the Roposo and Firework apps to host their content on its platforms.
As of June 2019, there were an estimated 120 million monthly TikTok users in India. Moj had last reported 80 million active users per month, while Chingari reported a user base of 40 million and more than 3 million active users per day.
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