Music Tech Startup Hoopr Launches Smash Plus For TV, OTT And Film Licensing
Content licensed through Hoopr Smash has generated over 2.5 billion views, according to the company
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Music technology startup Hoopr has launched Hoopr Smash Plus, a platform designed to simplify music licensing for television commercials, OTT advertisements, films, web series and other large-scale productions.
Kisna Jewellers is the first brand to license music through the platform, using ‘Woh Kisna Hai’ from the Tips Music catalogue in a campaign featuring Shahid Kapoor and Mira Rajput Kapoor.
Smash Plus builds on Hoopr Smash, which brings music catalogues from multiple labels onto a single platform, allowing brands to secure music rights without negotiating separately for digital content. The new offering extends this model to macro-sync licensing, where individual deals typically involve higher licence values and more complex clearance processes.
The Hoopr Smash catalogue includes music from more than 23 labels, including Universal Music Group, Tips, SVF Music, Warner Music India and Saga Music. Its repertoire spans over 600 artists, including Arijit Singh, Shreya Ghoshal, Anuv Jain, Ajay-Atul and Aditya Gadhvi.
The platform counts more than 140 brands among its clients, including Myntra, Meesho, Rajasthan Royals and Libas. Content licensed through Hoopr Smash has generated over 2.5 billion views, according to the company.
For music labels, the platform has created an additional revenue stream through micro-licensing for brand content. Smash Plus expands this opportunity into macro-sync licensing, with Hoopr managing negotiations, rights clearances and administration through a consolidated process.
Simplifying music rights for brands
Music licensing for television and OTT campaigns can involve separate agreements with record labels, music publishers and relevant copyright societies, with negotiations often taking several weeks. Hoopr says Smash Plus brings the process onto a single platform, enabling clearances to be completed within a few days.
The platform covers television and OTT advertising, films, television and web series, corporate films and gaming, with Hindi, regional-language and English music available for licensing.
Brands, advertising agencies and production studios can submit requirements such as campaign format, mood, licence duration, territory and deadline. They then receive matching tracks, with the licence agreement and usage permit completed through the platform.
The launch comes amid continued growth in India's digital advertising market. According to the FICCI-EY Media & Entertainment Report 2026, digital advertising grew 26% in 2025 to Rs 94,700 crore, while connected TV advertising revenue increased 42% to Rs 9,900 crore.
Music has remained a prominent element of brand campaigns, with advertisers drawing on familiar songs to build consumer connections. Škoda used ‘Tujhe Dekha Toh’ from Dilwale Dulhania Le Jayenge for the Kushaq, while Mahindra Tractors used a recreated version of Sukhbir Singh's ‘Oh Ho Ho’ for its Punjab campaign. Hyundai Motors used ‘Yeh Dil Deewana’, while Close Up featured ‘Jhoom Jhoom Jhoom Baba’.
Commenting on the launch, Gaurav Dagaonkar, Co-Founder and CEO of Hoopr, said, “We built Hoopr Smash for digital content, where brands licence music at volume. Smash Plus applies the same process to television, OTT and film, where licence values are higher and the clearances more complex. We keep extending the platform to wherever the friction sits, for brands and for labels. Kisna Jewellers is the first brand to complete a licence through it.”
Hoopr estimates that more than 25,000 Indian brands are positioned to advertise on OTT platforms, many of which have not previously licensed music for broadcast use. With Smash Plus, the company aims to make commercial music licensing more accessible while creating additional monetisation opportunities for music rights holders.