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.”