Chingari's explosive short format video journey

The UGC app is confident of staying ahead of the rest of the pack.


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.”

Latest Reads

Voot Select reveals its sixth original - Crackdown

Voot Select is all set to reveal their latest Original – Crackdown.  Home to critically acclaimed shows like Asur, Raikar Case, The Gone Game, Voot Select will now have ace Bollywood director Apoorva Lakhia making his directorial web debut with this action-packed espionage thriller.

iWorld Over The Top Services
Mitron's new magic motto

Young India – like several other countries – has fallen hook, line and sinker for short-form videos. Evidence of that was the sudden explosion of downloads of the Tiktok; in fact, India accounted for 611 million as against China’s sub 200 million.

iWorld Over The Top Services
Industry experts to discuss how to differentiate and innovate OTT experience

KOLKATA: The over-the-top (OTT) platforms across the world are developing robust content slate for viewers to keep them glued to the platforms. But what is more important to retain consumers is a seamless viewing experience. Indaintelevision.com in its next webinar in partnership with Accedo will...

iWorld Over The Top Services
DocuBay Partners with TCL Electronics to offer premium library of documentaries

MUMBAI: IN10 Media Network’s DocuBay, a premium global membership streaming service exclusively for documentary features has entered into a multi-territory distribution deal with TCL Smart TVs, one of India’s fastest-growing TV brands and the world’s second-largest TV manufacturer. This...

iWorld Over The Top Services
Hoichoi aims to double its size and revneue

KOLKATA: From the beginning of its journey, the Bengali OTT platform Hoichoi has relied on a subscription-based model to run its business. While naysayers used to say Indian audience would not pay for content, the faith on people’s will to pay for good content has paid off the streaming service....

iWorld Over The Top Services
Facebook launches another phase of More Together campaign

Facebook has launched the next phase of its ‘More Together’ campaign in India ahead of the much-awaited cricket and festive season. The campaign underlines the brand belief that people can do more together than alone.

iWorld Social Media
Trump approves TikTok deal 'in concept'

It seems that the Byte Dance owned short video platform TikTok has got a breather in the US after the president had ordered the app to be banned in the region, citing national security concerns.

iWorld Over The Top Services
Vi to offer free ZEE5 premium subscription

The newest telecom brand Vi has rolled out an exciting proposition for its prepaid customers that will enable them to enjoy one year of ZEE5 premium membership at no additional cost.

iWorld Over The Top Services
Hoichoi achieves a subscriber base of 13 million

KOLKATA: The leading Bengali OTT platform, Hoichoi, has completed three years in the industry with its grand launch in 2017. It has achieved a subscriber base of 13 million with 40 per cent of its revenue coming from international customers. It has also doubled its revenue in the past year. With...

iWorld Over The Top Services

Sign up for our Newsletter

subscribe for latest stories

* indicates required