Short-video sharing application Josh was developed in India by VerSe Innovation and released in September 2020. It represents a combination of India’s top 200+ greatest creators and 15+ million user-generated content makers. Also, it represents the five biggest music labels, the best-in-class content production tools, the trendiest entertainment genres, and strong user demographics.
Josh has been regarded as the best Indian short-video app on the Play store continuously, with 100 million downloads. With 51 million Daily Active Users, 105 million Monthly Active Users, and more than 2 billion video views per day, Josh is now the short-video app in India that is growing at the quickest rate and generating the greatest engagement among its users.
Josh, the most popular and rapidly expanding app for a short video in India, just wrapped up # Let’sPlayAntakshari, the biggest Antakshari game ever conducted on a digital system in India, which took place during the week celebrating World Music Day. The famous singer and comedian Sugandha Mishra hosted the online program. It included app users and producers from across India in a virtual celebration. It also received participation from renowned musicians and singers in the industry, including Shaan, Ankit Tiwari, Neeti Mohan, Mika, Salim-Sulaiman, Mamta Sharma, Sukhbir, Neha Bhasin, and Abhijeet Sawant.
According to Umang Bedi, Co-Founder of Josh, Celebrations such as this bring satisfaction to people’s hearts despite the fact that the last year has been a trying one for all of us, and they invoke the feeling of oneness in every one of us. While #LetsPlayAntakshari provided their audiences with a musically diverse week, it was also a step towards Josh’s commitment to giving emerging creators the opportunity to collaborate with top-level artists and showcase their talent. Josh’s participation in the event demonstrated this commitment. As the well-known proverb says, “baithe baithe kya karein, karna hai kuch kaam, shuru kare antakshari leke prabhu ka naam,” so they reasoned, why not take advantage of this chance while remaining secure in their homes?
The # Let’sPlayAntakshari campaign was introduced in a format that was both entertaining and extremely engaging; every day; a different legendary musician would drop a theme, a word, or a letter, for example, “Mausam”, “Dil”, and “M” respectively on the site. It encourages a diverse variety of users and content creators to participate and submit films. This one-week music festival was set apart from others since thousands of fans and artists across India posted fascinating videos depicting themselves performing duets with famous musicians. This contributed significantly to the level of enjoyment during the event.
The Antakshari special filter was extremely popular among app users because it gave them the appearance of being a celebrity and gave them the feeling that they were one. At the conclusion of the high-octane campaign, the hashtag # Let’sPlayAntakshari saw amazing interaction, with more than 50,000 films being posted to Josh by more than 12,000 producers and accumulating more than 2.1 billion views. Cash awards were awarded to the top five players who finished first through fifth place in the online game. In addition, the Josh team recognized and rewarded the top one hundred creators of user-generated content and the top one hundred consumers of UGC.
