Mumbai: Short video app Josh has inked a strategic partnership with East Indian media and entertainment company SVF. The collaboration paves the way for the creation of short video content from Bengali influencers and celebrities on the Josh app, said the statement.

SVF will enable the production of more regional content by Bengali talent on the short video app Josh with the aim to empower regional creators. SVF will additionally extend its vast Bengali music library of SVF Music ranging from Bengali films, web series, and hit singles from popular artists from India and Bangladesh. This wide range of songs can be accessed by Josh’s 115+ million-strong user base.

The partnership was announced on the eve of 25 October and was graced by hoichoi co-founder and executive director of SVF Vishnu Mohta; Josh head – creator and content ecosystem Sunder Venketraman, and VerSe Innovation chief marketing officer Samir Vora.

“Josh and SVF, with the similar intention to create a wider content building ambiance 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,” said Vishnu Mohta.

“We at SVF, are delighted to have this avant-garde partnership that will not only enhance the scope of content innovation but also recognise the local talents, thereby supporting the overall growth of the industry,” said hoichoi co-founder and director of SVF Mahendra Soni. “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.”

“SVF Entertainment is a leader in the Eastern Indian content space and we, at Josh are very excited to have brought this partnership to life that will revolutionise the space of content creation in Bengali language,” said Sunder Venketraman and Samir Vora.

“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,” they added.