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Tag: Deepak Salvi

  • Indian Digital BrandFest 2023: Reaching Out The Web3 World

    Indian Digital BrandFest 2023: Reaching Out The Web3 World

    Mumbai: The 3rd edition of Indian Digital BrandFest 2023 kicked off and had brands, advertisers, and tech platforms discuss all these trends and more. The summit looked at the latest trends driving the change in consumer behaviour and how it has impacted the industry’s growth.

    Whether it was a boom in influencer marketing or the popularity of short-video platforms, brands did not hesitate to jump onto the digital bandwagon to up their marketing game. So Indian television.com is taking this opportunity to bring a host of industry experts together under one roof to discuss all these new trends shaping the future.

    The panellists for this session were FUTR Studios co-founder & COO Himanshu Goel, Chingari App co-founder & COO Deepak Salvi, Skoda Auto Volkswagen India Pvt.Ltd. digital products & Web3 lead Anuj Dound, Fandora co-founder Satish Kataria, CitrusAd head- India-South Asia Kushal Sanghvi. The session chair for this panel was APAC, BLIPPAR consultant – growth & partnerships – EMEA Arnav Neel Ghosh.

    Ghosh kicked off the session by giving some realistic perspectives on where Web3 is and gave a quick preamble on where Web3 is today. He also asked the panellist the same.

    Goel said, “The Internet used to be a place to make friends. It used to be a place where you can play games. You can find the actual value. Now on any post or any new technology. There is scepticism always on the Internet, whether it’s AI, whether it’s Web3. I think you could post the cure of cancer on the Internet and you would still get skeptics. I would say do not be deterred by scepticism because there will always be. Yeah, this is and I think Web3 is a place which is in a very early stage. It’s not something we look at for one year, or two years. It’s something we look at for the next 5 to 10 years.

    Salvi said, Educating people is the first thing. Whenever your new technology comes in, you need to educate. Lot of new startups and a lot of new groups are trying to explain what Web3 is because the perception for people is that Web 3 means token Web crypto. It’s not like you know there are a lot of things.”

    Dound replied, “So as Deepak and Himanshu both were saying that the technology initially was used a lot to make this PR, there were no real real-life use cases. But as we are developing, as we understand the technology, as we understand from the failures of others, there is obviously a sweet spot wherein you need to understand what kind of value you’re giving to the people. So for the NFTS that we launched, the intent was never to make money or to kind of create a different entity altogether. It was more from a perspective of what the existing users get from the product. Are we able to create a community out of it? Because Web3 is a new technology and not many people are aware of it. So it’s also up to us to kind of evangelize this technology and also let people know.”

    Kataria said, “One obviously is still the education awareness,  kind of dispelling this entire misperception that Web three is equivalent to crypto. I think unfortunately that became the language of Web3 and that became the introduction of Web3 to a lot of people, and a lot of those people burn their hands also. So I think that education is a very critical factor and that has to be kept given continuously till you can understand that crypto is just a very small subset of what Web 3 can do.”

    Sanghvi said, “When you break down Web3, it’s not only crypto, not just putting currency or metaverse. I think for India to grow in this market of Web 3.0, the services and organisations need to try and create specialists or teams for people.

    In the end, Ghosh concluded the session by saying that Web3 technology looks to grow positively in the future thanks to the various agencies and services continuing to educate people on the same.

  • Chingari and Bengal Pictures collaborate for Bengal market growth

    Chingari and Bengal Pictures collaborate for Bengal market growth

    Mumbai: Short video sharing platform Chingari has entered into a partnership with Bengal Pictures – one of Bengal’s prominent independent music labels and distributors. With this collaboration, Chingari looks at tapping the upward Bengali music market for its demanding user base. 

    Since June 2021, Bengal Pictures started operating as a record label cum music distributor. It has been distributing and monetising music content along with international music streaming platforms with CRBT service within Indian and Bangladesh. Recently, it began a music distribution service for radio & FM broadcasting, and public performance licensing in India. Drawing on the app’s popularity, Bengal Pictures will be able to leverage viral mediums to spread Bengali culture, said the statement.

    “Bengali is the world’s fifth most spoken language with over 300 million speakers, but when it comes to culture or entertainment, we have a limited presence. Bengali culture is lagging in progress compared to other popular cultures, due to which the artists and workers are not able to earn required incomes,” shared Bengal Pictures founder and owner Satyaki Karmakar.

    “We are constantly working to overcome this issue and to make Bengali culture more widely accepted by reaching out to more and more people. We want to create a market for Bengali music where artists don’t have to seek anybody’s help for monetising their content. The acceptance of Bengali music globally should be such that any artist can work independently and ensure his/her earnings. The partnership with Chingari will help us in moving forward with this big goal,” he added.

    Chingari app co-founder and CEO Sumit Ghosh said, “Out-of-the-box ideas and collaborations have always been Chingari’s forte. We expect them to give our growing user base different offerings. The partnership with Bengal Pictures is in line with this vision.”

    “Bengal Pictures is trying to push the envelope further in Bengali music genre, and Chingari app is known to something similar for its user base. Having noticed rising demand for Bengali musical offerings amongst Bengalis and non-Bengalis, we believe this is a fantastic opportunity for both of us to spread Bengali music and culture in an innovative and engaging manner,” stated Chingari app co-founder and COO Deepak Salvi.

  • How short video apps took media brands to masses in 2021

    How short video apps took media brands to masses in 2021

    Mumbai: “It came, it saw, it conquered…” the statement perfectly describes the meteoric rise of ByteDance-owned short video app TikTok in India. Such was the momentum created by it that by December 2020 – that just six months after TikTok was banned – the market was flooded by its Indian counterparts with Dailyhunt’s Josh leading the pack. Roposo, MXTakaTak, Chingari, Moj and others followed. 

    According to consulting firm RedSeer by April-June this year, the short-form video user base at 40-45 million creators hailing mostly from smaller towns and cities, was back to nearly 100 per cent of pre-TikTok ban, with strong loyalty to Indian apps. Monthly average users were up 1.2 times, while time spent on the apps was about 0.4 times higher.

    2021 was the time for short video app owners to tap into the goldmines that they were now sitting on. For players in the ecosystem partnerships and monetisation emerged as the key theme for the year, as all kinds of media brands like TV channels, OTT platforms and music labels latched on to the opportunity. Short-video apps were their window to ‘Bharat’.

    “Short video and entertainment platforms have seen one of the highest increases in monthly active users (MAUs) and the engagement time spent during the second wave of Covid-19. The changes in people’s emotions, platforms and emerging trends led to this growth. 

    With content offerings in 14 Indian languages, Josh boasts of 124 million Monthly Active Users (MAUs) and 60 million Daily Active Users (DAUs) coming from across 19000 pin codes in the country.

    Commenting on how the country’s dynamic digital landscape driven by ‘Bharat’ has affected partnerships and collaborations for him, Josh head of creator and content ecosystem Sunder Venketraman, says, “Tier-2 and tier-3 cities have widely been considered a niche market in terms of content, despite holding a majority of the country’s actual population. While initially it was the telcos, FMCG and handset manufacturers that targeted these markets, there has been growing interest from every major category from auto, retail, e-commerce, OTT and financial services.”

    With regard to media brands in particular, he adds, “At Josh we operate at the intersection of video and vernacular which presents a unique opportunity for media brands to reach out to a vast majority of the country’s audiences, given the growing popularity of vernacular content.”

    To promote season 15 of the popular show ‘Bigg Boss’ Josh collaborated with Voot in producing a rap song and a hashtag #BIGGBOSSS15ASLIFAN, resulting in 250 million + video views, 10,000 + UGC videos and 17 million + likes. Zee Bangla’s ‘Uma’ was promoted with a challenge around the show’s main theme Cricket. Female users on Josh were asked to balance a ball on the Cricket bat for 10 seconds. The collaboration resulted in over eight million + views, 140 + UGC videos and 630,000 + likes.

    The app also collaborated with Shemaroo, SVF Entertainment (Bengali film, television and OTT content production house), Pitaara TV (Punjabi movies channel, and recently launched OTT platform Chaupal), ALTBalaji (‘Cartel’), and ten leading music labels including Saregama. “This is revealing of how short-video apps are now a viable route for music labels to reach new audiences, and how new and upcoming artists can use platforms such as ours to reach out to niche audiences organically,” notes Venketraman.

    ALTBalaji’s senior vice-president – marketing and revenue Divya Dixit believes that such collaborations open up multiple gateways to reach out to the youth and the masses with the right message. “Short video and entertainment platforms saw one of the highest increases in MAUs, and ‘time spent’ during the second wave of Covid-19. Their tremendous growth in terms of number of content creators, brands, as well as ads on these apps, was led by changes in people’s emotions, choice of media platforms and other emerging trends,” she observes.

    A large part of ALTBalaji’s organic reach comes from short-video apps. The platform has carried out various promotional activities with the likes of Josh (‘Cartel’ and ‘Girgit’), ‘Chingari, Roposo, Moj (‘Pavitra Rishta) and Firework.

    Sharing the impact of these campaigns, Dixit states, “Our collaboration with MOJ for ‘Pavitra Rishta’ and Josh for shows like ‘Cartel’ and ‘Girgit’ helped in generating eyeballs for various show assets like songs, trailers, and dialogues that were amplified by the creators on their respective platforms via UGC push. It gave us reach in the hinterland markets, thus indirectly impacting the engagement numbers.”

    The Q COO Krishna Menon notes that while the pandemic made entertainment a bit of a challenge for most broadcasting houses and digital production houses as well, short video apps proved to be a boon for creators. “These creators are mostly the GenZ/millennials. Not only have they taken engagement on the platform higher, but are today setting day-to-day trends for people. Because The Q’s basic DNA is to work with the best of digital creators, short video platforms become like a strategic alliance for us as a source of content.”

    A recent example was the channel’s partnership with Chingari wherein it carried out digital auditions for its recently launched show ‘Jurm Ka Chehra’. Close to a million entries were received through the collaboration.  The Q runs multiple VOD platforms on Snap where the best of linear programming is cut into VOD episodes and made available for viewing. Some of the prominent platforms include ‘Daraawni Kahaaniyaan’ which has grown from few thousands to one million subscribers in the last year itself, ‘Khaao Gali’ and ‘Comedy Centre’.

    Elaborating on the significance of short video format for the Q, Menon shares, “Most broadcasting houses have their own digital storefronts. We haven’t created one for us because we want to go with those in the market. They are an additional source of revenue for us, and of entertainment for people.”

    Chingari started its collaboration journey with promoting all OTT content and moved on to launching exclusive trailers on the app, promoting web series/ music albums to now launching its own IPs.

    The app’s co-founder & COO, Deepak Salvi says, “We saw a huge surge in the time spent and engagement by users on the app during the pandemic and this is exactly what is needed by brands to promote themselves and their content. Knowing that a large population of the audience that belongs to their TG is spending time on Chingari, media companies like TV channels, OTT platforms, music labels and even production houses started associating with us for the promotion of their latest content.”

    Some of Chingari’s latest brand associations include Shemaroo Entertainment Ltd, Alt Balaji, Hoichoi, and Radio City.

    Due to the growing accessibility and affordability of the internet and the digital boost experienced in 2020-21, people in the tier 2 and 3 towns are now not only consuming content but are also very actively creating it. Salvi shares, “One of the main focus points for Chingari therefore is to create a very strong network of creators and consumers in the tier 2 and 3 cities. We are trying to reach out to the remotest areas of India by conducting events, partnering with regional content creators, OTT platforms, and music labels.”

  • Chingari App announces strategic partnership with Snow Records

    Chingari App announces strategic partnership with Snow Records

    Mumbai: Short video app Chingari has entered into a partnership with Snow Records, an independent newly launched music label. As part of the collaboration, Chingari app will promote all new albums to be released by Snow Records.

    The association began with promoting “Bismillah 2,” the latest song launched by Snow Records. Sung by Jazim Sharma, the track features Surbhi Jyoti and Rohit Khandelwal. The song was promoted on Chingari app through a contest, influencer meet-and-greet with the star cast and videos shared by the creator community.

    Commenting on the development Chingari co-founder and CEO Sumit Ghosh said, “Chingari being a successful start-up itself believes in extending support to and promoting upcoming artists, creators, brands and labels that have the capability of soaring high, given the right opportunity. Snow Records has great potential and talent associated with them. We are very excited to have them on board with us.”

    The partnership is aimed at showcasing Chingari’s strength in reaching out to the masses, pan India. Brands can leverage this opportunity to promote their ventures through the app.  

    “We constantly try to create new trends for our creator community to make entertaining videos on, while enhancing their user experience, as well as encouraging our viewers to spend more time on the app,” stated Chingari co-founder and COO Deepak Salvi. “Associations like these help us in getting onboard such incredible songs like ‘Bismillah 2.’ It can be on our creators’ playlist at any given point of time and help them in creating engaging content. We are looking forward to many such songs that will be launched by Snow Records in the future.”

  • Chingari collaborates with KLiKK to boost regional content offering

    Chingari collaborates with KLiKK to boost regional content offering

    Mumbai: Short-video sharing app Chingari has announced the collaboration with OTT platform KLiKK, an on-demand Bengali video and music streaming platform owned and managed by Angel Television Pvt Ltd.  Through this partnership, Chingari aims to further boost its regional content offering.

    KLiKK offers a range of original web series, shows, audio and video songs, audio stories, kids animation and short films. The OTT platform boasts the largest collection of Bengali films, all available on the platform in HD format.

    Commenting on the development, Chingari app co-founder and CEO Sumit Ghosh said, “Chingari is one of the most loved apps in the country. Through our various partnerships our endeavor is to offer more choice to our users. KLiKK has a wide and varied mix of intriguing content and we feel that the Chingari users will enjoy the new value addition.”

    Under the partnership, KLiKK will be releasing 20 short format web series in the first year. Some of the titles include “Protibimbo,” “Chick Flick,” “Dream Boutique,” “Jighansha,” “Roopkathar Radio,” “Next,” “Taki Tells,” “Kalimpong Krimes,” “Khelaa Ssuru,” “Gangulys Wed Guhas,” and “Danny Detective Inc.” The app will also offer exclusive content and film premieres at regular intervals to Chingari users.

    “In a short span of time KLiKK has gained immense popularity with the audience. Some of our web series have gained popularity and people are keenly looking forward to the next season. Even the audio story category is receiving a very enthusiastic response,” stated founder promoter of KLiKK Vikash Tantiya. “We are pleased to get on board with Chingari. It will be a win-win proposition for the users. Chingari users will get access to the content bank that we have to offer and we will be able to reach a wider audience base”.

    Chingari app co-founder & COO Deepak Salvi added, “We are very excited to have KLiKK on board. It is an interesting time for us at Chingari and we are happy to provide a wide range of entertainment to our users. Even our content creators will have something unique to work with the addition of KLiKK content.”

  • Chingari collaborates with OMTV for Indian cultural content

    Chingari collaborates with OMTV for Indian cultural content

    Mumbai: Short-video sharing platform Chingari has partnered with OMTV, a newly launched OTT channel and the brainchild of Blackboard Films, to cater to the rising demand of niche audiences wanting to connect with Indian cultural programmes. The collaboration will give Chingari app users access to OMTV programmes across genres such as mythology, culture, food, and history.

    For Chingari the collaboration is an opportunity to present itself as both Indian and original, helping it to further engage with its users’ shifting tastes. OMTV was launched with the aim of making Indian knowledge and philosophy available to people. The collaboration is seen as a natural progression for the two Indian apps, said the statement.

    Calling this alliance “a refreshing change” for Chingari, OMTV, and the users, Chingari co-founder and COO Deepak Salvi said OMTV content perfectly matches their beliefs. “At Chingari, we are always creative in terms of our unusual offerings that resonate with our users. The Indian connection here revolves around India’s cultural heritage which resonates with our users who are modern yet want to connect to their roots.”

    “Chingari’s reach amongst young users, in particular, is big, and the extension methods in promoting talent and entertainment makes it a popular option among users and collaborative brands,” added Chingari app co-founder & CEO Sumit Ghosh.

    “OMTV is a humble attempt to showcase the diversity and deep-rooted philosophy present in the traditions of our nation. With ‘Gyaan Bhi, Garv Bhi’ as the platform’s philosophy, we intend to offer varied content, covering culture, history, knowledge systems, mythology, and heritage,” said  OMTV founder and MD Nitin Jain Shukla. “This collaboration promises to be a distinct step towards making a positive impact by piquing on people’s curiosity to know more about Indian culture.” 

  • Chingari ties up with TPZ Records for music licensing

    Chingari ties up with TPZ Records for music licensing

    Mumbai: TPZ Records, the music label vertical of Talentpromoterz, has partnered with Chingari to promote its original songs on the short-video sharing platform. 

    The partnership will allow Chingari users to legally access the Indian music catalogue for creating short videos. At the same time, TPZ Records will be able to reach a larger audience in the smaller town through this association, said the statement.

    Commenting on the development, TPZ Records’ owner and head of digital marketing, Pinkeesh Deveda said, “TPZ Records’ tie-up with Chingari will be a great opportunity for promoting our songs through the short videos format and for entertaining and motivating our audience as well. It will also enable us to reach out to a much larger audience.”

    “The Indian short-video market has seen a steep new user spike in the last few months. Chingari has managed to get its fair share too. Our objective is to ensure new users keep increasing in numbers while maintaining the current user base. This partnership with TPZ Records will be the deal-breaker for both of us in reaching out to the masses and keeping them engaged,” added Chingari app, co-founder and CEO, Sumit Ghosh.

    “Chingari is keen on exploring the engagement factor legally and entertainingly. Amidst increasing competition, such tie-ups will be engaging and offer options that are safe for us and our users,” remarked Chingari app, co-founder and COO, Deepak Salvi. “In the last few years, TPZ Records has created music videos in various Indian languages with mass appeal. And Chingari is a short-video sharing platform meant for the masses. We had to come together.”

  • The Q set to bring new show ‘Jurm Ka Chehra’

    The Q set to bring new show ‘Jurm Ka Chehra’

    Mumbai: Hindi general entertainment channel, The Q has announced the launch of its first crime fiction show “Jurm Ka Chehra”. The show will premiere on 4 September at 9 p.m and will subsequently air on weekends at the same time.

    The channel held a virtual audition for the show on the short video platform Chingari. Chingari users were asked to send in their auditions to The Q in the form of showreels and monologues directly on the platform. The auditions were held over 20 days with an age no bar approach. “Over 47,000 users participated for a role in the show garnering over a billion impressions,” the channel said in a statement.

    The show will be hosted by Kinshuk Vaidya and will feature Chingari users ‘The Girish’ from Nanded, ‘Rubulrox’ from Assam, ‘Pornima Garg’ from Lucknow, and ‘Rajesh Singhal’ from Rajasthan.

    “The Q has constantly leveraged the strength and reach of the digital ecosystem to keep audiences entertained and engaged at all times irrespective of platform. We have always ensured, we have a Zara Hatke approach to everything we do,” said The Q, chief operating officer, Krishna Menon. “The digital space is evolving and it is home to very talented creators who are truly deserving. We have constantly explored new means of engaging with this ecosystem and have brought stories to The Q that are unique, and compelling. Our association with Chingari is in line with our vision and we are excited about the response we have received on this direct outreach.”

    “You never know where the next big creator will be spotted. He or she just needs to be identified. Collaborations are always a refreshing manner to bring out talent from diverse walks of life, irrespective of the platform. We are proud of our association with The Q and feel privileged to offer such opportunities to our creators that can do justice to their talent and help them become rightfully famous. We look forward to creating many such refreshing properties for our creators,” said Chingari, co-founder and chief operating officer, Deepak Salvi.

    “Jurm Ka Chehra” will create awareness about modern age crimes in society ranging from common day-to-day identifiable situations to more complex situations such as cybercrimes, and online frauds, said the channel.

  • Chingari, Radio City team up to offer more digital content to users

    Chingari, Radio City team up to offer more digital content to users

    Mumbai: Short video app Chingari has announced its collaboration with Radio City to promote the demand for digital content among a niche user base. 

    The partnership aims at expanding the brands’ footprint by providing entertainment to people as they stay indoors during the pandemic, the platform said in a statement. Both platforms consist of talented content creators with different content ideas, and an amalgamation of these will only work wonders for the audiences, it added. 

    “Radio City stands for authenticity, creativity, and entertainment in the true sense, and this resonates perfectly with our brand principles,” said Chingari co-founder and CEO, Sumit Ghosh. “Our aim has always been to become the voice of the independent content creators, and this collaboration will be another way of meeting our objective of promoting talent by expanding Chingari’s user base through the broadcasting platform. It will also attract the audience on our platform to interact with the shows on Radio City.

    “At Radio City our main aim is to connect with the masses through music and entertaining content. It was a wonderful experience to partner with Chingari to promote the exceeding demand of digital content,” stated Radio City CEO Ashit Kukian. “We have always been at the forefront of bringing about a positive change in the minds of listeners, society, and nation at large, and this association with Chingari is in line with our ‘Rag Rag Mein Daude City’ brand philosophy.”

    “Having Radio City join hands with us in a partnership is a privilege,” Chingari co-founder and COO, Deepak Salvi. “The two brands have always focused on helping the audience and independent artists in various ways. This collaboration will give the audience unlimited entertainment to relieve them of their stress during the current times, and at the same time they will also get extended exposure and a chance to interact with new faces.”

  • Chingari’s explosive short format video journey

    Chingari’s explosive short format video journey

    KOLKATA: Chingari is a Hindi word which means spark.  But Chingari is also a homegrown short format video and user-generated content app which Is firing ahead on all cylinders, attracting millions of users. That too in a short period of time ever since the Indian government placed a ban on TikTok, which had 200 million users in India. Of course, other Indian apps – like Mitron and Roposo – have also stepped into the vacuum created by the Chinese platform’s banishment. However, Chingari has been getting some plaudits as well as funding from investors which have been more than pleased with its performance. It recently raised 1.4 million dollars in funding, even as it was rated as the Best App in the social category in the recently-held #Atmanirbhar Bharat Challenge.

    “India is a land of myriad cultures and colours. Each has its own flavour. We have seen many through films and other media. Yet, there’s so much more to explore – The raw talent hidden in the remotest of alleys and quietest of villages,” says Chingari co-founder and COO Deepak Salvi.  “The sheer potential of the masses. This makes ours a land of possibilities. All we needed was the right platform. One that was proudly ours.”

    Media reports say that within 24 hours of TikTok’s ban, Chingari recorded 26 million video views, with three million videos swiped per hour and 10,000 users per minute. The app pays its users based on the virality of the video. For each video a user shares on the app, the content creator gets points per view, and these points can be redeemed for money.

    Salvi says Chingari has attracted over 28 million users on the platform majorly in the 14 to 38 age bracket. The users span across tier-1, 2 and  3 cities. The app has also lured some major social media influencers and content creators, and more and more of them are hopping onto it by the hour.

    Chingari is available in English, Hindi, Bangla, Gujarati, Marathi, Kannada, Punjabi, Malayalam, Tamil, and Telugu. The homegrown app recently partnered with Alt Balaji to further aid both the platforms in strengthening their reach and increase their audience base across ‘Bharat.’ The short format video platform will introduce a verified account/page of ALTBalaji through which Chingari users will be able to follow and receive the latest updates from the streaming platform.

    Read more news on short video format category

    “We are getting calls for brand integrations as Chingari gets more acknowledged over time. While it recently entered a partnership with ALTBalaji, the coming months will see many such strong partnerships with brands,” reveals Salvi.

    Chingari is not just limited to video-sharing but allows users to read local and international news, check the city-specific weather forecast, play games, participate in quizzes, and win prizes. Media reports say that it has plans to foray into social commerce in the next six to nine months but with the core focus being, making it the best short-form video app platform.

    “Believe it or not, but we haven’t spent a single penny on marketing or promotions yet. ‘word of mouth’ publicity has been our best way forward so far. However, as we expand, we have a lot of research-backed innovations and strategies in place which we are ready to roll out, in case the market dynamics require us to,” he added.

    Interestingly, the app has investments from some of the biggest names such as Tinder CPO Brian Norgard and OLX founder Fabrice Grinda.

    “Within a short span, we were able to raise $1.4  million, which only speaks of our head-strong growth plans and the investors’ faith in us. This list too is certain to see some big names in the months to come,” explains Salvi.

    He accepts that the user-generated content platform space is getting red hot competitive as each day passes with Roposo and Moj scaling up steadily and many more pawing on the sidelines to launch.  But his belief is that Chingari certainly holds an upper edge from a first and fast-mover perspective.

    Read more news on Chingari

    “Constant up-gradation of content and influencer data and maximum activities to keep them engaged on our platform will always hold top priority to us. Like mentioned earlier, this is just the beginning of a big revolution in entertainment. Soon you will see, not just the nation, but the entire world adopting short video formats of entertainment, at large,” he contends.

    Media observers however, aver that it’s early days in the homegrown UGC short format space. “TikTok had finetuned its service over years and with hundreds of millions of dollars being invested in technology, research, and innovation,” says an industry veteran. “The platform was also managing scale operations with hundreds of millions of concurrent users and generating revenue worldwide. Indian short-form video platforms have to climb that learning curve, they have to make mistakes and learn. It’s not an easy space to be in, if one is not careful, cash can burn up pretty fast. Investors will have to have tough as nails stomachs until the platforms scale up and prove their business models and start generating cash. Chingari will have to keep its spark burning bright for some time to come.”