Music-tech startup Hoopr has launched Hoopr Smash Plus, a service for licensing music for TV commercials, OTT advertising, films and ad films. Kisna Jewellers is its first customer, using the song ‘Woh Kisna Hai’ from the Tips catalogue in a campaign featuring Shahid Kapoor and Mira Rajput Kapoor.

India, October 26, 2026: Smash Plus extends Hoopr Smash, the company’s platform that pulls music from several labels into one clearance process for brands making digital content. Smash covers more than 23 labels, including Universal Music Group, Tips, SVF Music, Warner Music India and Saga Music, and more than 600 artists such as Arijit Singh, Shreya Ghoshal, Anuv Jain, Ajay-Atul and Aditya Gadhvi, Hoopr says. It claims over 140 brand clients, including Myntra, Meesho, Rajasthan Royals and Libas, and more than 2.5 billion views on content licensed through it.

Smash Plus moves into “macro-sync” licensing, where each licence is worth substantially more. Hoopr says a licence of this kind normally requires separate agreements with the record label, the music publisher and the relevant copyright society. Each is negotiated individually, and the process typically takes several weeks. Smash Plus consolidates these into a single process that Hoopr says can be completed within a few days.

A brand, agency or production studio submits its requirements, including campaign type, mood, licence term, territory and deadline, and receives matching tracks. The licence agreement and usage permit are completed on the same platform. The service covers TV and OTT advertising, films, television and web series, corporate films and gaming, across Hindi, regional-language and English music.

“We built Hoopr Smash for digital content, where brands licence music at volume,” said Gaurav Dagaonkar, Co-Founder and CEO of Hoopr. “Smash Plus applies the same process to television, OTT and film, where licence values are higher and the clearances more complex.”

Hoopr points to a growing market. 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, as cited in the release. The company also noted recent campaigns built around well-known songs, including Škoda’s use of ‘Tujhe Dekha Toh’ and Hyundai’s use of ‘Yeh Dil Deewana’. These are examples of the trend, not Hoopr clients. Hoopr estimates that more than 25,000 Indian brands could advertise on OTT platforms, many of which have not licensed music for broadcast.

The release gives no licence prices, no figures on Smash Plus volumes beyond the Kisna deal, and no comment from Kisna Jewellers, Tips or the other labels. Processing times, view counts and market estimates are Hoopr’s own and were not independently verified.