Chingari, which is planning to expand into SAARC nations, and in the Middle East has got the rights for these countries too. “This collaboration marks the coming together of music and social media — the two best entertainment sources,” said Sumit Ghosh, Co-founder and CEO of Chingari App. “From Bollywood to Indiepop and from melody to melancholy across all Indian laguages, T-Series music library on Chingari has songs for every content genre and every emotion.”
According to Bhushan Kumar, MD, T-Series, the deal sets the right precedent for social media platforms and music rights owners to work and evolve together. “The licensing pact between T-Series and Chingari is a win-win for both sides as this mutually beneficial agreement amalgamates social media and music while promoting business ethics,” Kumar said.
T-Series’ catalogue consists of Bollywood songs, singles by popular artists, and regional content across Indian languages. Chingari has amassed over 30 million users in a short time and claims to offer uniquely Indianised AR filters and video and audio editing tools. It said that the app is constantly adding Bharat-specific features to empower its user base.
Recently, the app had won the #AatmaNirbharApp Challenge, organised by the Central government, in the social media category. The platform is available in 10 vernacular languages – Hindi, Bangla, Gujarati, Marathi, Kannada, Punjabi, Malayalam, Tamil, Odia, and Telugu — and two international languages — English and Spanish.