Chingari, India’s most downloaded short form video sharing app, has announced a new collaboration. The app – which only last week crossed 107 million downloads on the Google Play Store – has partnered with MN Melody, a Punjab-based music label. The two have joined forces to release the new track, ‘Mithi Mithi’.
The song has been voiced by Gurnam Bhullar and Mannat Noor will be promoted through the contest #MithiMithi.
Chingari has been making inroads in the regional music market through partnerships with labels and artists and holding various events and contests. This collaboration with MN Melody label is the latest effort to provide musical flavour for their users.
There have been previous successful partnerships with the music labels from Punjab. Last month, the short form video app inked a partnership with Punjab’s Desi Crew Digital, a platform for upcoming talent.
MN Melody, an upcoming record label have previously brought three tracks by Noor, a leading Punjabi singer.
“We are happy to announce our collaboration with Chingari to promote our upcoming projects,” said Rajwant Kaur, Director and Founder of MN Melody in a statement.
“At MN Melody, we have created a music space where artists feel free and supported to express their unique creative visions. Our USP is the authenticity of the music we produce and the stories that appeal to all ages,” he added.
Speaking about this venture, Sumit Ghosh, Co-founder and CEO, Chingari, said, “Chingari has always looked out for musical partnerships that work in business and quality. Our rising numbers of users are choosy in this regard. We are sure that this alliance with MN Melody and the song will be well-liked. The contest is our way to boost the popularity of everyone involved in this collaboration.”
Deepak Salvi, Co-founder and COO, Chingari, said, “Chingari has never shied away from coming up with projects that are attention-grabbing and make a qualitative mark. After hearing the song, we felt this partnership with MN Melody is a natural progression. The #MithiMithi contest will keep our users happy. It is a matter of time before our users will be asking for more from the label.”