Music-tech platform Hoopr has appointed Moushumi Chandra as Business Head – East, a Kolkata-based role focused on business growth, partnerships and market expansion across the eastern states.
Chandra’s remit covers West Bengal, Odisha, Assam, Bihar, Jharkhand and the North East. She joins with more than 21 years of experience across media, telecom and entertainment, including leadership stints at JioStar, Disney Star and Radio Mirchi. At Hoopr, her focus will span regional business development, partnerships and new revenue streams across music, digital, technology and AI.
Why the East, and why now
The appointment was announced by Hoopr co-founder and CEO Gaurav Dagaonkar in a LinkedIn post, in which he argued that eastern India has quietly become one of the country’s most dynamic content markets, with audiences consuming digital content in their own languages and rhythms.
The timing is deliberate. Dagaonkar pointed to Pujo followed by Diwali as the biggest content and campaign season of the year for brands in the region — a period that translates into a surge in reels, ads and festive storytelling, all of which need music that is, in his words, “fully licensed”.
That last word is the business model. As short-form video volumes explode and platforms tighten enforcement around unlicensed audio, brands and agencies increasingly need clean rights on every track they attach to a campaign asset.
What Hoopr sells
Launched in 2021, Hoopr describes itself as a music-tech platform with a library of over 12,000 tracks and sound effects for videos, vlogs, podcasts, films, ad campaigns and apps.
Its Hoopr Smash offering sits at the centre of the regional push. It lets brands and creators license music across a spectrum of use cases:
- Single tracks for individual short-form content pieces
- Micro-sync arrangements for higher-volume creator content
- Campaign-led music integrations for larger brand pushes
- End-to-end music solutions built around a campaign idea
Dagaonkar said Chandra brings the mix the company needs — industry relationships, an understanding of regional markets and a read on where digital is heading.
Why it matters for marketers
Two shifts are converging here, and both are worth tracking if you plan campaigns.
Regional is where the incremental audience is. National brands are no longer treating eastern India as a spillover market for Hindi or English creative. Vernacular content, regional creators and festival-anchored calendars are becoming line items in the media plan rather than afterthoughts. Pujo in Bengal, in particular, functions as a full-scale advertising season with its own creative conventions.
Music rights are becoming a compliance question, not just a creative one. When a brand runs 40 reels across creators, agencies and regional partners, the risk of an unlicensed track slipping through is real — and takedowns, muted assets or claims mid-campaign are expensive at festive scale. Licensed music libraries are being pitched as insurance as much as inspiration.
A quick checklist before festive season
If you are building a regional festive campaign, it is worth pressure-testing the audio layer early:
- Confirm whether your licence covers paid media, not just organic posts
- Check territory and duration — many campaign assets outlive their licence window
- Extend rights coverage to creator-produced content, not just brand-owned films
- Brief for regional musical idiom, not a generic festive bed dropped on every market
For Hoopr, the hire signals a shift from a largely creator-led product story to a market-by-market enterprise sales motion. Regional business heads with broadcast and radio backgrounds are typically hired to open agency and brand doors, which suggests the company is chasing bigger campaign-integration deals alongside its self-serve licensing volume.
The broader read for the industry: as the creator economy, digital advertising and branded content collapse into one workflow, the supporting infrastructure — music, rights, clearances — is turning into a category of its own.
Source: MediaNews4U
