iWorld
Chingari ropes in Salman Khan as global brand ambassador & investor
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.
iWorld
Prime Video and Hrithik Roshan reunite for quirky heist comedy Mess
HRX Films expands pact with quirky heist comedy set for production
MUMBAI: Prime Video is doubling down on its partnership with Hrithik Roshan, announcing a new comedy film Mess that promises chaos, chuckles and a clever twist on the classic heist.
Produced by Hrithik Roshan and Eshaan Roshan under HRX Films, a division of FilmKraft Productions, the film is being made in association with Soda Films Lab. Directed by Rajesh A Krishnan, Mess marks the second collaboration between the streaming platform and HRX Films after the upcoming thriller Storm.
At the heart of Mess lies an unusual premise. A group of robbers break into the home of a man with OCD, only to find themselves outmatched in a night-long standoff that flips the script on who is really in control. It is a set-up that blends tension with humour, turning a break-in into a breakdown of expectations.
Prime Video India director and head of originals Nikhil Madhok said, “A good story should surprise and entertain, and Mess does both with ease. It brings together a unique premise, memorable characters and a tone that keeps you laughing throughout.”
He added that the collaboration with HRX Films continues to grow stronger, with the new film reflecting a shared appetite for bold and original storytelling.
Hrithik Roshan said, “After Storm, Mess feels like a natural next step in our journey with Prime Video. The film captures the kind of unconventional storytelling we want to champion, with Rajesh bringing a distinctive voice to the narrative.”
Director Rajesh A Krishnan said, “The world of Mess is a mix of comedy and chaos, unusual enough to keep audiences on edge while still delivering humour. It has been a deeply collaborative and creatively fulfilling experience.”
The original screenplay comes from Paul Soter, with adaptation and dialogues by Kapil Sawant, adding another layer of craft to the film’s offbeat narrative.
As production gears up, Mess looks ready to live up to its name, serving up a delightful tangle of mayhem, mischief and movie magic for audiences in India and beyond.
