MUMBAI: Homegrown short video format app Chingari has signed popular Bollywood actor Salman Khan as global brand ambassador and investor. 

The association with the Dabangg star comes as Chingari is looking to augment its position as the market leader in the Made in India short video-sharing space.

Chingari app co-founder & CEO Sumit Ghosh said, “This is a really significant partnership for Chingari, our ethos is to reach out to every state of Bharat and it’s our pleasure to have Salman Khan on-board as one of our global brand ambassadors and investors. We are confident that our association will power Chingari to scale greater heights in the near future.”

Co-founder & COO Deepak Salvi remarked that Khan’s mass appeal will attract more users onto the platform. Khan, who is in tune with the pulse of the nation and whose popularity cuts across all genres and geography, was the best choice to be the face of the brand, added co-founder & CSO Aditya Kothari.

Salman Khan said, “Chingari is amongst the most popular entertainment apps in India, and it has focused on adding value to its consumers and content creators. I like how Chingari has shaped up in such a short span of time, a platform for millions from rural to urban to showcase their unique talents and be seen by another millions in no time.”

The short video space has been expanding exponentially in India, with millions getting hooked to the content being showcased on these platforms by talented creators. Chingari, which was launched on Google Play Store in November 2018, gained its second wind last year following the ban on TikTok, the then market leader in India. By December 2020, Chingari had already raised well over $1.4 million from its blue-chip backers in India and globally, and has clocked more than 56 million users in the country.