Hoopr.ai has launched a new campaign called #HarGharCreator with an ad to celebrate and empower creators across India.
Hoopr.ai is solving a billion-dollar problem faced by content creators and businesses every day – that of discovering and licensing the right music for their videos. India’s 80 mn+ creator community comprises vloggers, podcasters, gamers, filmmakers, live-streamers, and influencers creating audio-visual content on a variety of topics. With over 25,000 tracks and sound effects, Hoopr.ai is not only enabling these creators to get specific music for their needs, but also helping them avoid copyright strikes and legal issues.
Furthermore, what’s also changing is the mindset with regards to content creation, with more people embracing it as a career choice. And that is exactly what the ad captures. In the ad, a young college student can be seen telling his strict father that he doesn’t want to be an engineer but rather a content creator. The reaction of the father makes the ad a must watch for all content creators and their families.
Thrilled with the launch, Gaurav Dagaonkar, Co-founder & CEO, Hoopr.ai, shares “We are excited to roll out the #HarGharCreator campaign as part of the Hoopr platform launch. A creator is now emerging in nearly every home across India, and we want to help them find phenomenal Indian music for their videos. Apart from individual creators, the music on Hoopr is also being used by brands, enterprises, and OTT platforms, as it is cleared for use and free from any copyright strikes or takedowns.”
Hoopr.ai secured a seed funding of $1.5 million in December 2021 from investors such as Venture Catalysts, 9Unicorns, Inflection Point Ventures, Ashneer Grover, Sahil Barua (Delhivery), Anshoo Sharma (Magicpin), etc., and has since grown strongly. The company has built India’s first and biggest music licensing marketplace that hosts thousands of original music tracks in Hindi, English, Punjabi, and other regional languages. The library boasts of tracks by popular artistes such as Monali Thakur, Ash King, Nikhil D’souza along with numerous regional artistes. Within a few weeks of going live, Hoopr.ai has got over 15,000+ creators using the platform including popular creators such as Ashish Vidyarthi, Tanya Khanijow, and City Ka Theka.
Speaking on the campaign launch, Meghna Mittal, Co-founder & CMO, Hoopr.ai, said, “The creator economy is primed more than ever to grow, and we’re excited to support creators across India. There’s also increased awareness about the need for sourcing licensed music since the awareness on issues such as copyrights has increased. Apart from helping creators, Hoopr will also enable music creators to unlock a new source of revenue for their music.”
The creator economy, considering the pace at which it is growing, is set to become a major contributor to the Indian economy. At this point, around 6 lakh people make a living directly through monetary gains associated with the creator ecosystem and this will continue to rise. The creator economy rose from $1.7 billion in 2016 to $6.5 billion in 2019 and to $9.7 billion in 2020. This growth has seen continuous increase even during COVID with many people becoming full-time creators across platforms such as YouTube, Instagram, Facebook, and other short video apps.
With the #HarGharCreator campaign, Hoopr.ai aims to change the way creators are perceived. The company aims to build more tools that help creators make better content and at the same time enabling musicians to monetize their music better.
Chingari Collaborates with SwaLay
Chingari powered by GARI recently collaborated with SwaLay Digital, the first all-in-one music distribution solution. As one of the leading music providers in India, SwaLay’s content as well as music will now be available on Chingari. Through this partnership with Chingari, SwaLay aspires to promote and deliver its Indie artists and music content on a platform that reaches 166M+ users across India.
Chingari, powered by GARI, is one of the leading short-video applications, collaborating with SwaLay to support the ongoing Indie Revolution in India. The Indie Revolution was deemed necessary at the time and was ignited by SwaLay India. With the primary goal of promoting widespread, talented, and undiscovered Indie music and artists across the country. This move is intended to assist thousands of emerging Indie artists and creators in using the Chingari app to reach millions of content consumers in India.
“We are thrilled to support the cause of giving a platform to upcoming Indie Artists and revolutionise the Indie Music content ecosystem through this collaboration with SwaLay Digital,” said Sumit Ghosh, Co-founder & CEO of Chingari.
“This collaboration between the two leading music and content providers is going to be incredibly useful for the Indie creators across India,” says Divyansh Dhasmana, the Managing Director of, SwaLay Digital.
Music lovers around the world can listen to a content creator’s music online with SwaLay, India’s all-in-one music distribution solution. As a result of its partnership with industry-leading platforms such as Spotify, Apple iTunes, Amazon, and now Chingari amongst others, any artist can upload their music to these platforms and gain maximum exposure. As India’s first distribution solution, SwaLay (or SwaLay digital) is a member of both PPL and IPRS. SwaLay has also helped 1000+ artists and delivered 10000000+ music plays in just a 3 months fraction in India.
Powered by TalantonCore, SwaLay is India’s first all-in-one digital content solution. It was founded in September 2019 and has been operational since January 2022, partnering with some of the world’s largest entertainment and music companies. Its primary objective is to provide independent artists with essential industry exposure to succeed globally. Its partnership with Chingari app is just another one of its stepping stones to success.
Now Get Amazon Prime Video Mobile Edition at Rs. 599 Per Year
Prime Video has launched Prime Video Mobile Edition at ₹599 per year. This single-user, mobile-only video annual plan offers everyone access to high-quality entertainment exclusively on their mobile devices, and will now be available to all customers in India. Users can sign-up for this plan via the Prime Video app (on Android) or website.
Created especially for a mobile-first country like India, Prime Video Mobile Edition is a major step towards making premium entertainment across languages as ubiquitous as smartphones in the country. With this move, Prime Video is expanding the accessibility of Prime Video Mobile Edition, which launched last year as a telco-partnered product in collaboration with Bharti Airtel (“Airtel”).
Prime Video Mobile Edition provides Standard Definition (SD) quality streaming to customers, giving them a chance to explore and watch Prime Video’s rich catalogue of Indian and international movies, Amazon Originals, LIVE cricket including the keenly-awaited upcoming India v/s New Zealand Men’s cricket series in November 2022, and much more, on their mobile devices, all for ₹599 per year. Customers can continue to enjoy all Prime Video features such as X-ray powered by IMDb, and downloads for offline viewing with Prime Video Mobile Edition.
Talking about the launch, Gaurav Gandhi, vice president, Prime Video India said, “Over the last 6 years we have seen a huge growth for Prime Video in India. With viewers from 99% of the country’s pin codes, the service has become the preferred destination for premium content. Guided by our mission of making high quality entertainment even more accessible across the country, we are excited to launch Prime Video Mobile Edition’s annual plan. This worldwide-first innovation saw an incredible response from Indian consumers when we launched via a telecom association last year, and building on that success we are extending its access, with it now being made available directly for subscription through Prime Video’s app and website.”
Commenting on the launch, Kelly Day, vice president, International, Prime Video said, “India is one of our fastest growing and most engaged locales worldwide. Our success in the country can be attributed to innovations that are focused on creating an exceptional entertainment experience for customers. In fact, India is turning into an innovation hub for Prime Video. An initiative like Prime Video Mobile Edition, that had its genesis in India, is now being rolled out across multiple countries in Latin America and South East Asia. We are confident that the new Prime Video Mobile Edition annual plan will further help accelerate the growth of our India business and give an even larger customer base access to the high-quality content on the service. With this launch we look forward to entertaining every Indian with our popular on-demand entertainment content and live sports.”
Customers can go to the Prime Video App (on Android) or PrimeVideo.com to buy an annual subscription to Prime Video Mobile Edition. They can then enjoy Prime Video’s full catalogue of exclusive content on a mobile device of their choice.
Customers who want to enjoy the complete Prime Video experience including multi-user access, streaming across devices including Smart TV and the ability to enjoy content in HD/UHD in addition to having access to all Prime benefits including free fast delivery on Amazon.in, ad-free music with Prime Music, Prime Reading and other Prime benefits, can continue to sign-up or upgrade any time to Prime plans for ₹1499 annually.
Dish TV India Brings New One-stop OTT Entertainment Solution
Following a successful run on its original content, Watcho is expanding its offering by providing bundled packages of the most popular OTT platforms, thus providing its subscribers with a whole new world of digital content along with the convenience of a single subscription.
WATCHO will offer OTT content from Disney+ Hotstar, Zee5, Sony LIV, Lionsgate Play, Hungama Play, HoiChoi, Klikk, EpicOn, Chaupal, and Oho Gujarati via a single login and subscription model. Additionally, subscribers will also be able to enjoy the massive library of original content including 35+ enthralling web series, Swag (UGC content), snackable shows, and live TV from WATCHO exclusives. DishTV will further enhance its plans as more OTT platforms are in the pipeline to join Watcho to make it a comprehensive entertainment destination.
Indian OTT viewers struggle to keep up with the latest content by juggling multiple platforms. Watcho’s latest OTT aggregation service lives up to its promise of “One Hai Toh Done Hai,” which seeks to deliver the convenience of one plan and one payment package to contribute to the ease of access to maximum content in one place while improving the viewing experience. Further, as an introductory offer (available for a limited period), DishTV, D2H, and Siti Cable subscribers can avail of and enjoy the new service for a month, without paying any additional cost. Once subscribed, users would have the flexibility of accessing the OTT content on Mobiles, Tablets, Laptops, and TV through the app or web.
Speaking on the launch, Mr. Anil Dua, Group CEO, Dish TV India Limited said, “As pioneers of DTH technology, Dish TV India has played a significant role in changing the Indian television landscape. With rapid digitization, evolving consumer preferences, and a paradigm shift in the industry dynamics, we are moving a step ahead by aggregating video streaming apps (OTTs) and thereby expanding Watcho’s offerings. With Watcho’s new service, we have strengthened our OTT content distribution platform by creating a single subscription gateway that delivers amazing value and convenience to our subscribers. With the introduction of this new services, we intend to make Watcho a one-stop entertainment destination with original content, linear TV and on-demand diverse entertainment anytime, anywhere, and on any screen.”
Mr. Sukhpreet Singh, Corporate Head – Marketing, DishTV & WATCHO, Dish TV India Ltd. said, “WATCHO – Our home-grown OTT platform has been steadily growing its reach and crossed the 60 million plus downloads mark at the end of the FY Q1 2022. The platform has been working towards carving a space for itself in the competitive and energetic streaming video services industry. OTT Industry is brimming with multiple OTT apps, which leave the consumers struggling to search for the preferred content. To address these consumer challenges, we are introducing the WATCHO OTT aggregation service that will augment the overall digital content consumption at an affordable price point. With this, we want to democratize the accessibility of various OTT platforms from a single platform.”
The four subscription packs have been designed to meet the needs of varied requirements of customers. Viewers can enjoy unlimited entertainment through Watcho monthly subscription packs
“We are delighted to associate with Dish TV for WATCHO. As Disney+ Hotstar continues to offer best-in-class content, through this association we look forward to making our vast library of content accessible to newer audiences. The consumers of WATCHO will be able to binge-watch and enjoy the best of the content of Disney+ Hotstar,” said Gurjeev Singh Kapoor, Head – Distribution and International, India, Disney Star.
Talking about the partnership, Vivek Arora, Head Alliances and Partnerships, ZEEL – South Asia said, “At ZEE5 our endeavour has always been at expanding our presence, democratising content consumption and making it accessible to audiences across markets. We are happy to partner with Dish TV for Watcho which aims at broadening the horizons of digital content consumption in India. ZEE5 offers an invigorating slate featuring diverse content across genres along with catch-up Tv, old classics and blockbusters across languages. We shall continue to strengthen our connect with the audiences through innovations and alliances, offering unique entertainment exposures for an enhanced experience on the platform.”
Speaking on the launch, Amit Dhanuka, Executive Vice President, Lionsgate, said, “We at Lionsgate Play are elated to partner with Dish TV’s Watcho on their latest bundling offering. With the ever-evolving OTT space in India, app bundling plays an important role to help brands reach a wider consumer base and will continue to do so in the future as well. With this extensive partnership too, we aim to offer the audience the best of our content at a great price and provide them with an enhanced viewing experience.”
Speaking on the launch, Sourjya Mohanty, COO, EPIC ON said, “The digital ecosystem is constantly evolving, and so are the consumers. In today’s market, one needs to be present across platforms and aggregation is increasingly playing an important role in helping users to find what to watch. With Watcho, we hope to expand our premium and multiform offerings to a larger set of audiences across the country.”
Adding to this Soumya Mukherjee, COO hoichoi said, “ We always aim at making hoichoi easily and widely accessible to our customers. Being a part of Watcho takes us a step forward in that direction. With this form of OTT aggregation, viewers can access a large number of platforms with just a single login. This adheres to our motive of providing our customers with the most convenient and enjoyable viewing experience and fits in our journey of spreading hoichoi’s reach for all audiences.”
Mr. Abhay Kumar Tantiya, Director of Angel Television Pvt. Ltd.(Klikk), said, “We’re extremely happy and proud to partner with Watcho. Dish TV has long been one of the market leaders in the DTH space and has launched an OTT platform Watcho which will serve as a marketplace for other OTT platforms, therefore we are extremely happy to expand this relationship and push it forward with Watcho. Hopefully, this journey promises to be a memorable one alongside other OTT platforms, together. We’re looking forward to catering to more people and reaching a greater mass. Only onwards and upwards from here.”
“Today, Oho Gujarati is the foremost regional OTT platform in the Gujarat market. With more than 25 original shows, we look forward to adding 2 new originals every month. After widespread acceptance in Gujarat, we were looking to partner with national players for a bigger reach. Watcho, a venture by DishTV, is a complete entertainment package that offers new and convenient ways of enjoying your favorite shows and movies. We feel that it is the perfect vehicle to reach to a larger audience base and we are glad to be a part of its wide range of offerings. We look forward to entertaining more and more people with exciting Gujarati shows and films across the globe.” Says Abhishek Jain, Co-Founder, Oho Gujrati
Sandeep Bansal, Managing Director of Chaupal, said, “Chaupal signifies entertainment beyond boundaries, where regional languages and cultures interact, giving a glimpse of Indian panorama. At Chaupal, we always believed in giving a wealth of choices to our subscribers in terms of new content offerings in mother tongues- Punjabi, Haryanvi, and Bhojpuri, to begin with. Since its launch in 2021, Chaupal has witnessed a huge surge in content consumption on large screens and connected devices. We are hopeful that the association with Dish TV’s Watcho will further boost Chaupal’s engagement and help its content traverse all barriers of region and language. We are thrilled about the collaboration between both the brands.”
Speaking about the association, Siddhartha Roy, CEO, Hungama Digital Media said, “Hungama Play has a diverse, multi-lingual, and multi-genre library of content. Our association with Watcho enables us to offer consumers wholesome entertainment led by an incredible library of Movies, TV shows, and Hungama Originals. We are excited to partner with Watcho and are certain that the content experience offered by Hungama Play will delight the consumers of Watcho and also expand the reach of our content to a new customer base.”
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