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Music-tech platform aims at simplifying music licensing; bags Kisna Jewelers latest ad campaign with the song ‘Woh Kisna Hai’
National, 26th October 2026 Music technology startup Hoopr has launched Hoopr Smash Plus, a product for macro-sync licensing of music for TV commercials, OTT advertising, films and ad films.

Kisna Jewellers is the first brand to license through Smash Plus, using ‘Woh Kisna Hai’ from the Tips catalogue in its campaign featuring Shahid Kapoor and Mira Rajput Kapoor. Smash Plus is a product extension of Hoopr Smash, the platform that aggregates catalogue from multiple labels into a single clearance process for brands creating digital content, replacing separate negotiations with instant, technology-led licensing.

The Hoopr Smash catalogue covers more than 23 labels, including Universal Music Group, Tips, SVF Music, Warner Music India and Saga Music, and repertoire from more than 600 artists including Arijit Singh, Shreya Ghoshal, Anuv Jain, Ajay-Atul and Aditya Gadhvi. The platform counts over 140+ brands including Myntra, Meesho, Rajasthan Royals and Libas as its clients, and content licensed through it has drawn more than 2.5 billion views.

For labels, Hoopr Smash has opened a new revenue channel in micro-licensing from brand content, a segment that has been difficult to monetise at scale. Smash Plus extends that offering to macro-sync, where individual licence values are substantially higher and the platform handles negotiation, clearance and administration.

India’s digital advertising grew 26% in 2025 to ₹94,700 crore, and connected TV advertising revenue rose 42% to ₹9,900 crore, according to the FICCI-EY Media & Entertainment Report 2026. Recent brand campaigns have been built around well-known music: Škoda used ‘Tujhe Dekha Toh’ from Dilwale Dulhania Le Jayenge for the Kushaq, Mahindra Tractors used a recreated version of Sukhbir Singh’s ‘Oh Ho Ho’ for its Punjab campaign, Hyundai Motors used ‘Yeh Dil Deewana’, and Close Up used ‘Jhoom Jhoom Jhoom Baba’.

While micro-licensing on Hoopr Smash clears instantly, a macro-sync licence typically requires separate agreements with the record label, the music publisher and the relevant copyright society, each negotiated individually, and the process commonly takes several weeks. Smash Plus consolidates these into a single process which gets completed within a few days.

Smash Plus covers licensing for TV and OTT advertising, films, television and web series, corporate films and gaming, across Hindi, regional-language and English repertoire. A brand, agency or production studio submits requirements — campaign type, mood, licence term, territory and deadline — and receives matching tracks. The entire process of licence agreement and usage permit is completed on the same platform.

“We built Hoopr Smash for digital content, where brands licence music at volume,” said Gaurav Dagaonkar, Co-Founder and CEO, Hoopr. “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 in a position to advertise on OTT platforms, many of which have not previously licensed music for broadcast use.

Visit smash.hoopr.ai/smash-plus.

About Hoopr Smash

Hoopr Smash is a music licensing marketplace for digital and commercial content, serving brands, agencies and creators. The platform covers discovery, licensing and clearance for use across social media, advertising and influencer content. Hoopr Smash works with 140+ brand clients, including IPL franchises and leading D2C and FMCG names, and with 23+ Indian labels and 3 international labels. Hoopr Smash is part of GSharp Media Pvt. Ltd