iWorld
Chingari collaborates with Benchmark Entertainment for 20 music videos
Mumbai: Homegrown short-video sharing platform Chingari on Tuesday announced its partnership with Benchmark Entertainment. As a part of the deal, Chingari along with Benchmark Entertainment will be releasing 20 new songs over the next six months.
Chingari app users will be able to get access to the new music videos that will be launched by Benchmark Entertainment. The users will be able to watch the full videos of these songs on Chingari Multiplex/Superhit Songs platform. These songs will remain on Chingari app for a period of three years, said the statement.
“Chingari has catapulted to become one of the most successful short video apps in India as it continues to innovate and expand its offering to suit the needs of its users,” remarked Chingari app co-founder and CEO Sumit Ghosh. “We have a strong media library and are constantly working at strengthening it with exclusive, entertaining content. Our association with Benchmark Entertainment is a step in this direction.”
Benchmark Entertainment has released thirteen blockbuster videos featuring popular names such as Karan Kundra, Shraddha Arya, Suyyash Rai, Gajendra Verma, and Ieshaan Sehgal. Their latest track “Insaaf” featuring TV actor Parth Samthaan and Samreen Kaurwas was released in conjunction with Chingari on 8 October and is already gaining in the popularity charts on the Chingari app. “Our focus is to bring together a community of people who want to do more with music and redefine ways in which content is consumed,” said Benchmark Entertainment COO Mukesh Mishra on the association.
“This partnership will help us both to explore new opportunities & areas to foster the growth. We believe that it is an ideal platform to promote our music videos and the users of Chingari will appreciate this content,” commented Benchmark Entertainment founder Sandil Dang.
To promote the song “Insaaf,” Chingari has also organised a contest for its users. As a part of this contest, content creators and influencers are being encouraged to make videos using the song Insaaf and the best videos in this segment stand a chance to win 20 lakh Chingari coins, said the platform.
“At Chingari, we are always looking at new and innovative ways to connect with the customers and add stickiness to the platform,” said Chingari app co-founder and COO Deepak Salvi. “We are happy to partner with Benchmark Entertainment and hope that our users will find these tracks a good addition to our music library.”
iWorld
Prime Video bets big on India with global originals, films and franchise expansion
Execs highlight scale, travelability and new IP bets as India anchors global strategy
MUMBAI: At Prime Video Presents 2026, the message was clear and confident. India is not just part of the plan, it is central to it.
In a lively fireside chat hosted by filmmaker Karan Johar, Kelly Day, vice president of prime video and amazon mgm studios international, Nicole Clemens, vice president of international originals, and Gaurav Gandhi, vice president for Apac and Anz, laid out an ambitious roadmap. Think bigger stories, wider reach and a sharper focus on building franchises that travel.
Kelly Day, a regular visitor to India, set the tone early. Calling the country “one of the most important markets globally”, she pointed to the sheer scale and diversity of audiences as a driving force behind Prime Video’s growth. Indian Originals, she said, are not just local hits but global engines powering subscriptions and engagement.
That global appeal is already visible. According to Clemens, around 25 percent of viewership for Indian content now comes from outside the country. Shows rooted deeply in local culture are finding fans worldwide, proving that specificity, when paired with universal themes, travels well. From gritty dramas to sharp thrillers, Indian storytelling is increasingly crossing borders with ease.
Clemens, who joined recently to lead international originals, was particularly upbeat about India’s creative range. She highlighted a growing slate of over 100 shows in development and production, with more than 60 percent returning for multiple seasons. For her, the formula is simple. Authentic stories, told well, resonate everywhere.
Adding to the buzz, she teased new and returning titles, alongside a fresh superhero universe, the Kalyug Warriors. It signals a push into new genres while doubling down on familiar fan favourites.
If content is king, distribution is the clever courtier. Day outlined Prime Video’s layered business model in India, which blends subscription, rentals, add on channels and ad supported viewing through Amazon MX Player. The idea is straightforward. Give viewers choice, whether they want premium, free or pay per view.
India, she noted, has also become a testing ground for innovation. Tiered pricing, mobile only plans and language diversity have all been sharpened here before being exported to other markets. In many ways, the India playbook is now influencing global strategy.
For Gaurav Gandhi, the next chapter is about scale with intent. He outlined four priorities. Making Prime Video more accessible, pushing Indian content globally, building stronger franchises and supercharging the films business.
On films, the platform is moving beyond licensing into co productions and now theatrical releases in partnership with amazon mgm studios. These films will eventually stream on Prime Video, creating a full circle from cinema halls to living rooms across 240 countries.
Franchise building remains another key pillar. With hits like The Family Man, Mirzapur and Panchayat already enjoying multi season success, the focus is now on creating the next wave of enduring IP. Newer titles are already lining up for second seasons, signalling a steady pipeline.
What stood out through the conversation was a shared belief. Streaming in India is still in its early innings, and the runway is long. With a mix of local flavour and global ambition, Prime Video is betting that stories from India will not just stay at home, but travel far and wide.
Or as the executives seemed to suggest, the world is watching and India has plenty more to show.
