Mumbai: Short video app Chingari has entered into a partnership with Snow Records, an independent newly launched music label. As part of the collaboration, Chingari app will promote all new albums to be released by Snow Records.

The association began with promoting "Bismillah 2," the latest song launched by Snow Records. Sung by Jazim Sharma, the track features Surbhi Jyoti and Rohit Khandelwal. The song was promoted on Chingari app through a contest, influencer meet-and-greet with the star cast and videos shared by the creator community.

Commenting on the development Chingari co-founder and CEO Sumit Ghosh said, “Chingari being a successful start-up itself believes in extending support to and promoting upcoming artists, creators, brands and labels that have the capability of soaring high, given the right opportunity. Snow Records has great potential and talent associated with them. We are very excited to have them on board with us.”

The partnership is aimed at showcasing Chingari’s strength in reaching out to the masses, pan India. Brands can leverage this opportunity to promote their ventures through the app.  

“We constantly try to create new trends for our creator community to make entertaining videos on, while enhancing their user experience, as well as encouraging our viewers to spend more time on the app," stated Chingari co-founder and COO Deepak Salvi. "Associations like these help us in getting onboard such incredible songs like ‘Bismillah 2.’ It can be on our creators’ playlist at any given point of time and help them in creating engaging content. We are looking forward to many such songs that will be launched by Snow Records in the future.”