Digital
Hoopr launches Hoopr Brand Solutions
Mumbai: Hoopr, known for its tech-driven music licensing solutions, has launched Hoopr Brand Solutions (HBS), a new division to enhance its B2B offerings. HBS combines Hoopr’s platform, music library, and creator network to provide music-led, integrated brand solutions, positioning itself as India’s only entity focused on using music for strategic branding.
Led by Meghna Mittal (co-founder & CRO), Kartikeya Haritwal (sales head), and Alok Kaul (creative lead), with guidance from Gaurav Dagaonkar (co-founder & CEO), HBS aims to collaborate with brands and their agencies to incorporate music into creative strategies for launch, awareness, promotions, and engagement.
“At Hoopr, we’ve always been passionate about empowering creators and brands with high-quality music,” said Hoopr co-founder and CEO Gaurav Dagaonkar. “Brands, today, are actively looking to use music as a medium to connect with their audiences and with HBS, we’re bringing together all the elements of our ecosystem to offer our clients a comprehensive bespoke solution for higher engagement through music. It is like a brand having its own label and music strategy that suits its positioning and TG, completely powered by Hoopr.”
HBS will leverage Hoopr’s 250,000-plus artist and creator network to provide brands with cost-effective, quick turnaround services for songs, brand anthems, and music videos across multiple languages and genres. It will also handle music distribution on streaming platforms and amplify content on social media platforms like Instagram, YouTube, and Snap via its creator community. Additionally, HBS has partnered with the YouTube music channel Songfest for expanded reach and engagement.
The company believes that music-led campaigns deliver higher organic engagement and brand recall compared to traditional advertising.
“Music and music videos are the most consumed forms of entertainment today, which is why brands are increasingly integrating them into their marketing strategies,” said Hoopr co-founder & CRO Meghna Mittal. “With Hoopr Brand Solutions, we aim to help brands unlock that potential through campaigns that are not only impactful but measurable and long-term. We want to shift the mindset that only large brands or specific categories can leverage music strategy—music is a universal format that resonates across categories, builds an emotional connect and contrary to popular belief, is extremely cost-effective.”
Mittal elaborated, “Much like influencer marketing has become a staple for brands, we believe music marketing is the next frontier. It’s time for every brand to have a year-round music strategy.”
HBS has already partnered with major brands and agencies like Himalaya, Myntra, ITC, and Motivator World, and worked with artists such as Monali Thakur, Nikita Gandhi, Shaan, and various independent artists.
Gaurav Dagaonkar’s experience as an award-winning music director and IIM Ahmedabad alumnus strengthens Hoopr’s credibility in music marketing. Hoopr combines expertise in music, technology, and community engagement, positioning itself as a leader in the Indian market.
By tapping into the ₹3,500 crore creator market and the growing ₹40,000 crore digital advertising market, HBS is becoming a key player in the advertising ecosystem. Its data-driven approach, supported by its tech platform, creator network, and ad-ex insights, promises measurable ROI for brands through music-driven solutions. Hoopr aims to build lasting intellectual properties through collaboration with brands and creators.
Digital
AI drives 92 per cent surge to 15M views across India’s open web
Taboola data shows rising AI curiosity reshaping digital consumption trends
MUMBAI: Artificial intelligence is fast becoming the internet’s favourite topic in India, with fresh data showing a sharp spike in audience interest across the open web.
Insights from Taboola’s Taboola Newsroom reveal that AI-related content generated more than 15 million pageviews over the past 90 days, marking a striking 92 per cent jump compared to the previous 45-day period. The surge signals a clear shift, with AI moving from niche tech chatter to mainstream digital curiosity.
The broader technology category is also seeing momentum, clocking around 1.7 million pageviews and a 27 per cent rise in engagement. However, much of that growth appears to be riding on the AI wave, as developments in artificial intelligence increasingly dominate tech narratives.
Within the AI ecosystem, newer players are quickly capturing attention. Content linked to Anthropic alone drew roughly 2.5 million pageviews, registering a dramatic 2,096 per cent surge. The spike reflects growing interest in alternative AI models and emerging competitors in the space.
Meanwhile, familiar names continue to hold steady ground. Coverage around ChatGPT generated about 1.2 million pageviews, underlining sustained curiosity as users explore practical applications, updates, and everyday use cases for generative AI tools.
Big Tech is firmly in the spotlight too. Content related to Meta attracted approximately 2.2 million pageviews, up 30 per cent, as audiences track its expanding role in AI infrastructure and innovation.
Taken together, the data points to a deeper shift in how audiences engage with AI. Interest is no longer tied only to big announcements but is evolving into a steady stream of exploration around tools, platforms, and real-world uses.
For publishers, this opens the door to richer storytelling through explainers and practical insights. For advertisers, it presents a chance to tap into a highly engaged, tech-savvy audience.
If the numbers are anything to go by, AI is not just part of the conversation anymore, it is leading it.
