MUMBAI: India’s home-grown short video sharing app Chingari has partnered with Madhuri Dixit-Nene’s online dance platform, DanceWithMadhuri, ahead of the festive season.
The move will provide Chingari users access to dance lessons and latest videos by Madhuri and other dance gurus and choreographers, including Pandit Birju Maharaj, Remo D’souza, and Terence Lewis.
“With the current love and popularity that Chingari was receiving, we realised that we need to do more and open up new experiences for our users… with exclusive packages and special access to our subscribers,” said Sumit Ghosh, Co-founder and CEO of Chingari.
Shriram Nene, Director – RNM Moving Pictures, said, “Dance With Madhuri has classes covering 35 different global dance forms taught by the best choreographers in their respective disciplines. Our vision is to create a global village for culture by democratising learning and providing access to world class gurus. Ultimately, we want to give people a platform to showcase their talent.”
With the deal in place, Chingari app now has its own page for DanceWithMadhuri. The users will also have access to new conversations to stay updated with every video.
“We view music, entertainment and Bollywood in the same lens. Celebrities like Madhuri Dixit-Nene inspire people to explore their creative side and that is what Chingari as an app is trying to promote,” said Deepak Salvi, co-founder and COO, Chingari. “While we provide space for people to express their creativity, this
collaboration will also give them an opportunity to learn, grow and keep grooving through this period.”
Chingari allows users to create and upload videos in more than 20 languages.
The app has seen a massive jump in users since the ban on TikTok and has clocked over 30 million users in India as of September.