India’s growing short-video app Josh has announced its partnership with SVF, eastern India’s leading media and entertainment production and distribution company, at a star-studded event in Kolkata.
A campaign #JoshETumioSuperstar was launched in the presence of Vishnu Mohta, co-founder of Hoichoi and executive director of SVF, Sunder Venketraman, head creator and content ecosystem of Josh along with Samir Vora, chief marketing officer of VerSe Innovation and numerous Bengali film artistes, including actress Priyanka Sarkar, Madhumita Sarkar and Rajdeep Guha to encourage to regional content creators to come forward and showcase their talent.
Josh will provide regional content creators with advanced tools and video creating features, while SVF will provide them with the right platform to reach out to the Bengali audience.
Additionally, SVF Music's vast Bengali music library will be accessible to the 115-million-plus user base of Josh from all the corners of the country.
Mahendra Soni, co-founder and director of SVF and co-founder of Hoichoi, believes that the short-format video content is the “next big thing" and that Josh has the potential to serve as a dominant platform for the local creators here to showcase their talent. “We, at SVF, are equally delighted to have this avant-garde partnership that will not only enhance the scope of content innovation but also recognize the local talents, thereby supporting the overall growth of the industry. The SVF-Josh tie-up is all poised to make Bengali music library available to all creators across the country, opening up the paradigm beyond mainstream content visibility," he said.
Mohta is certain that the coming together of SVF and Josh is going to set the market for many more collaborations that will enhance the content creation market of Eastern India. He said, “Josh and SVF, with the similar intention to create a wider content building ambience in Bengal, is certain that this partnership will enable a lot of talents to create short-format content in their regional language with advanced and easy-to-use video making features.”
According to Venketraman, SVF Entertainment is a leader in the Eastern Indian content space. “At Josh, we have always worked towards encouraging and empowering local language content and creators and this collaboration is a huge step towards leveraging the power of short-format videos to create authentic and exciting Bengali content," he said.
“We believe that our app will prove to be the perfect destination for budding Bengali creators to share their talent across audiences, bringing visibility to themselves and the plethora of invigorating content that Eastern India has to offer," he added.
Actress Madhumita considers the collaboration to be a significant step towards content creation as the current generation is extremely active on social media. Priyanka said, "We all have certain talents and to showcase that, we need a platform. I believe that Josh is the ideal platform to showcase an unlimited number of performances. The content creators of Josh inspire us a lot. I request all to keep uploading videos, and you will never know when you become a star."