Prime Video launches songs of Uppu Kappurambu in partnership with Believe India

MUMBAI, India — 27 June 2025 — Prime Video, India’s most loved entertainment destination, today launched the evocative and earthy music album of its Telugu Original Movie, Uppu Kappurambu. Released under the Believe India label, the album boasts three original tracks that beautifully capture the quirky tone and emotional undercurrents of this small-town satire. Composed by the exceptionally talented Sweekar Agasthi, with lyrics penned by Ravi Krishna Vissapragada, S Attavur Rahim, and Raghuram Dronavajjala, the soundtrack breathes soul into Chitti Jayapuram — a village caught in an unusually grim yet humorous crisis.

Prime Video launches songs of Uppu Kappurambu in partnership with Believe

Enhancing the charm of the music album are powerful vocals by celebrated artists Sean Roldan, Anurag Kulkarni, and Anthony Daasan, each bringing a distinct flavour to the film’s soundscape. From carefree celebrations in Nomilala to grief-tinged longing in Yaadunaavo and the rustic energy of the title track Uppu Kappurambu, the tracks perfectly complement the story’s journey with warmth and wit. The entire album of Uppu Kappurambu is now available to stream on Amazon Music, Spotify, JioSaavn, Apple Music, and all leading music platforms.

“Nomilala is one of those rare songs that instantly transport you — emotionally and visually — to the heart of the story,” shares singer Sean Roldan. “It’s an anthem for letting go, for dancing through life’s absurdities. The song embraces both chaos and community, something that resonated deeply with me while recording it. There’s cheekiness, yes, but there’s also a sense of resilience that I think a lot of people from smaller towns will connect with. I’m thrilled that this song, and the world it belongs to, will now reach homes across the globe with Prime Video.”

“Yaadunaavo carries the ache of a child missing his mother and the quiet poetry of everyday absence,” says singer Anurag Kulkarni. “The song is rooted in pain, but also hope, and I’m grateful to lend my voice to something so tender. I’m sure it will strike a nostalgic chord with listeners everywhere. I’m so happy that Prime Video is taking this heartfelt track to such a wide and diverse audience.”

“The title track, Uppu Kappurambu is full of grit, wit, and madness — just like the village it belongs to,” notes singer Anthony Daasan. “It has this raw energy and rustic flavour that I absolutely loved channeling. It’s wild, it’s grounded, and it was a total riot to record. This song will make you smile, groove, and feel the chaos all at once! I can’t wait for audiences across languages and regions to vibe with it on Prime Video.”

“At Believe, we take great pride in collaborating on an album that challenges creative norms while staying grounded in cultural authenticity,” says Shilpa Sharda, Director of Believe Artist Services for India and Southeast Asia. “This project is especially meaningful for us—it marks our first collaboration with the Amazon India team, and it’s one that reflects our shared passion for original, impactful music. The album is bold, distinctive, and deeply rooted in folk influences, capturing the spirit of the film. Featuring Telugu songs, it also shines a light on a language and musical landscape that is at the forefront of a creative evolution. This is more than just a release—it’s the beginning of a valued partnership, and we’re excited to see where it leads.”

Check out the complete tracklist below:

● Nomilala is composed by Sweekar Agasthi, sung by Sean Roldan, and written by Ravi Krishna Vissapragada

● Yaadunaavo is composed by Sweekar Agasthi, sung by Anurag Kulkarni, and written by S Attavur Rahim

● Uppu Kappurambu is also composed by Sweekar Agasthi, sung by Anthony Daasan, and written by Raghuram Dronavajjala

Uppu Kappurambu delivers a sharply humorous take on the issues plaguing Chitti Jayapuram, a tight-knit village burdened by a severe crunch in its burial plots. The story follows Apoorva (Keerthy Suresh), a newly appointed and idealistic young village head, who takes charge with a resolve to fix the peculiar crisis alongside Chinna (Suhas), the graveyard caretaker with a hidden agenda. As tensions mount and traditions clash with practicality, the story unfolds through humour, mischief, and unexpected heart.

Directed by Ani. I.V. Sasi and produced by Radhika Lavu, under the banner of Ellanar Films Pvt Ltd, Uppu Kappurambu features a stellar ensemble cast, including Keerthy Suresh, Suhas, Babu Mohan, Shatru, and Talluri Rameshwari. The Telugu Original film is slated to premiere exclusively on Prime Video in India and across 240+ countries and territories worldwide on July 4.

Blockbusters, Classics & Everything in Between — This Week at PVR INOX

Looking for a way to spend this last week of summer? Tune into these enthralling movies at PVR INOX where we have genres and stories that fit every mood. From horror to action, supernatural thrillers, exciting storylines and countless twists- this summer, we have got you covered.

Why you cannot simply miss this line-up

1. Maa- From the makers of Shaitaan comes Maa — a mythological horror set in the same chilling universe. Directed by Vishal Furia and starring Kajol and Ronit Roy, the film follows a grieving mother who awakens her inner Kali to protect her daughter from an ancient demonic curse. Blending supernatural horror with deep-rooted Hindu mythology, Maa promises a fierce, emotional ride through grief, rage, and redemption. If Shaitaan gave you chills, Maa will take you deeper into its dark, expanding world.

2. F1- Brad Pitt hits the track in F1, a high-octane racing drama directed by Top Gun: Maverick’s Joseph Kosinski — with seven-time world champion Lewis Hamilton onboard as co-producer. Set in the fast-paced world of Formula 1, the film dives into the grit, glamour, and rivalries of the sport. With jaw-dropping cinematography, immersive sound design, and adrenaline-pumping twists, F1 offers the thrill of Drive to Survive with the spectacle of big-screen storytelling.

3. Naruto – Step into the world of shinobi with Naruto, the iconic anime martial arts fantasy adventure based on Masashi Kishimoto’s beloved manga. For the first time on the big screen at PVR INOX, relive Naruto Uzumaki’s journey from outcast to hero, complete with epic battles, emotional arcs, and immersive sound and visuals that elevate the experience. Whether you’re a die-hard fan or just getting started, this one’s a must-watch.

4. Kannappa-Inspired by the timeless legend of Kannappa — the fearless devotee of Lord Shiva, this Telugu mythological action epic brings ancient devotion to life with a modern cinematic lens. Featuring Prabhas and Akshay Kumar in cameo roles, Kannappa blends faith, sacrifice, and warrior spirit with stunning visuals and grand-scale action. It’s a powerful retelling that merges mythology with modern storytelling, offering a spiritual yet adrenaline-fueled ride for fans of epic cinema.

5. Megan 2.0-The much-awaited M3GAN sequel raises the stakes as the infamous android is rebuilt to battle a deadly military robot created from her own technology. Blending action, dark humor, and timely commentary on AI and control, this is a must-watch for fans of tech thrillers and futuristic horror.

6. Umrao Jaan (4K Re-Release)- Experience Rekha at her most mesmerising in the newly restored 4K version of Umrao Jaan, Muzaffar Ali’s lyrical masterpiece. As the elegant courtesan-poet of Lucknow, Rekha delivers a performance that is at once restrained and soul-stirring — capturing the nuances of heartbreak, resilience, and grace with unmatched poise. Her portrayal earned her the National Award for Best Actress and remains one of Indian cinema’s most revered performances. With Khayyam’s hauntingly beautiful score and timeless poetry woven into every frame, Umrao Jaan is a cinematic experience that lingers long after the credits roll.

Pushpa Raj is back with more fire as Zee Cinema presents Pushpa 2: The Rule Reloaded with 20 minutes of unseen action

Zee Cinema is unlocking the ultimate Pushpa experience with Pushpa 2: Reloaded – the extended edition of this year’s biggest blockbuster. With 20 minutes of unreleased footage, the film brings back the fire, the fury and the flair – from new high-octane action sequences to emotional moments, this extended version gives fans everything they didn’t know they were missing. Catch it on Sunday, 29th June at 7PM, only on Zee Cinema.

PUSHPA-2-Reloaded_

Director Sukumar said, “In a world as layered as Pushpa’s, there’s always more to explore. This extended version includes scenes we truly believe add more context to Pushpa’s journey and make the story feel more complete for the audience. We’re glad Zee Cinema is bringing this cut to homes across the country it’s the kind of version that deserves to be seen in full. This extended cut offers even more of what audiences love about the world of Pushpa.”

Pushpa 2: Reloaded’s World TV Premiere on Zee Cinema had already set new viewership records and now with this special Reloaded version, audiences will get to experience 20 minutes of never-seen-before content that was edited out of the main theatrical release. These scenes offer deeper insights into Pushpa Raj’s emotional side, his evolving relationship with Srivalli, and intense confrontations with his rivals. Expect extended action sequences, whistle-worthy dialogues, and powerful moments that add new layers to the story and characters. This extended cut makes the television viewing even more thrilling, delivering the full scale of drama, action, and emotion that fans have been waiting for.

Get ready for wildfire entertainment with Pushpa 2: Reloaded, gather your loved ones and tune in to Zee Cinema on Sunday, 29th June at 7 PM

“It might offer a new perspective to parents”: Darsheel Safary Shares His Views on What Makes Amazon MX Player’s Gamerlog Special

Mumbai- India, 27 June 2025: Amazon’s free streaming service, Amazon MX Player’s latest series, Gamerlog, is earning widespread praise for its authentic portrayal of the competitive gaming world, layered friendships, and coming-of-age journeys. Set in Mumbai, Gamerlog follows Raghu, a gaming prodigy who joins a group of passionate underdogs determined to become the best esports team in the country. As they prepare to take on the reigning champs, Wolfclan, the stakes grow higher, both inside and outside the game. Directed by Arya Deo, produced by Abhinay Deo, Gamerlog boasts a stellar cast, brought to life by Darsheel Safary, Anjali Sivaraman, Chinmay Chandraunshuh, Kunal Bhan, Chetan Dhawan, Shubroy Chowdhury, and Akash Menon in pivotal roles.

gamerlog

Speaking up about what makes the show special, Darsheel Safary, who essays the character of Raghu, said, “I personally think that Gamerlog opens up a conversation that goes much beyond joystick nostalgia and time-pass gaming. It highlights the discipline, struggle, dedication, teamwork, and real emotional stakes of being part of the e-sports world. Basically, the very real world that exists beyond the gaming monitor. I feel it might offer a new perspective to parents. And for gamers, I hope it feels like we’ve done their world justice, with all the heart and honesty it deserves.”

Anjali Sivaraman, who plays the sharp, no-nonsense Joanna, added, “Honestly, when I was first told about e-sports, I had absolutely no idea what to picture. I thought it was all joystick-based, and I didn’t realise how big PC gaming was or how collaborative it could be. I didn’t even know there were professional teams! I learned so much on this project. The boys on set play regularly, and they were sweet enough to take me to arcades and gaming cafes. They introduced me to Counter-Strike and taught me the controls. It flipped my whole perspective. And now, I get it — the rush, the community, the stakes.”

Packed with laughs, awkward bonding, and surprisingly poignant moments, Gamerlog is now available for free exclusively on Amazon MX Player, available through its apps on mobile, Amazon’s shopping app, Prime Video, Fire TV, and Connected TVs.

Atrangii Breaks the Mold: First OTT in India to Pay Guaranteed for Released & Unreleased Content

A groundbreaking initiative gives creators upfront payments and wide reach across digital and TV platforms.

Atrangii, one of India’s fastest-growing entertainment platforms, has launched a first-of-its-kind vertical that acquires and licenses completed but unreleased or under-released films, web series, and short films. With this move, Atrangii becomes the first Indian OTT platform to offer guaranteed minimum payouts to content creators—replacing traditional revenue-sharing models with a simple, transparent licensing system.

This initiative provides exclusive licensing deals for 1 to 5 years across OTT, YouTube, and Television. Content creators receive upfront payments, removing the uncertainty of post-release revenue splits. The goal is to support films and series that may have struggled to release due to budget issues, lack of industry connections, or delays caused by the pandemic.

Himonshu Pathak, Vice President Content, Atrangii said, “We’ve come across so many remarkable projects that never got their due, despite having strong creative merit. With this new vertical, we’re here to change that not just with promises, but with solid financial backing, We’ve already handpicked a few standout films to include in our growing catalogue, and the response has been overwhelming. We’re receiving a steady stream of both released and unreleased movies many of which are of exceptional quality.”

He further adds, “We’re offering guaranteed payouts, no revenue share, no delays, no hassle. Whether you’re an independent filmmaker or a major production house, Atrangii ensures your content reaches digital and TV audiences across India and beyond.”

Content creators can submit their completed films or series for consideration by emailing films@atrangii.in.

This initiative marks a bold shift in Atrangii’s long-term vision to become a creator-first platform, committed to showcasing untapped talent and bringing high-quality content to viewers across the globe.

Uncover the Monsoon Skincare Secrets of TV Actors – Monsoon Skincare 2025

Monsoon is the favourite season of many; however, it also brings with it a fair share of skincare challenges. The increase in humidity and dampness can lead to various skin issues, from acne to dehydrated skin. To keep the skin happy, plump, and glowing, &TV artists share their best-kept secret for monsoon skincare regimes. These include Geetanjali Mishra (Rajesh, Happu Ki Ultan Paltan) and Vidisha Srivastava (Anita Bhabi, Bhabiji Ghar Par Hai)

Geetanjali Mishra

Geetanjali Mishra, aka Rajesh from Happu Ki Ultan Paltan, shares, “Humidity makes my dry skin behave unpredictably, it feels sticky on the surface yet dehydrated underneath. To balance this, I rely on nourishing yet lightweight ingredients that keep my skin moisturised without feeling greasy. My day starts with a simple cleansing mix of honey and curd. Honey acts as a natural humectant, and curd provides lactic acid, which gently exfoliates and hydrates. This combination helps cleanse, soften, and refresh my skin, prepping it for the day ahead. After cleansing, I apply a toner made with fresh cucumber juice and a drop of glycerin. It soothes inflammation, tightens pores, and adds a light layer of moisture, perfect for combating the monsoon stickiness. Twice a week, I indulge in a banana and honey face mask. Bananas are rich in potassium and vitamins that nourish the skin deeply, while honey locks in moisture. This mask helps revive my skin’s glow and combats dryness from long hours under makeup and studio lights. And no matter where I am, I carry a small spray bottle of rose water in my bag. A quick spritz instantly refreshes and hydrates my face, especially during outdoor shoots in humid weather.”

Vidisha Srivastava

Vidisha Srivastava, aka Anita Bhabi from Bhabiji Ghar Par Hai, shares, “Monsoon season can be quite challenging for the skin, with the constant moisture and humidity often leading to clogged pores, excess oil, and breakouts. That’s why I make it a point to keep my skincare routine simple yet effective during this time. One of my favourite remedies is a natural facial scrub made with two teaspoons of sea salt, one tablespoon of fresh lemon juice, and a few drops of olive oil. The sea salt acts as a gentle exfoliant, removing dead skin cells and unclogging pores, while the lemon juice brightens the complexion and helps control oiliness. Olive oil adds a nourishing touch, keeping the skin hydrated and soft after exfoliation. I use this scrub once or twice a week to deep clean my skin, leaving it feeling fresh, smooth, and invigorated, just what my skin needs to combat the monsoon’s effects.”

Watch Happu Ki Ultan Paltan at 10:00 pm and Bhabiji Ghar Par Hai at 10:30 pm, airing every Monday to Friday only on &TV!

Red FM Brings the Soul of South India to Delhi with the 7th Edition of ‘South Side Story

New Delhi, June 26, 2025: 93.5 RED FM, India’s leading private radio and entertainment network, is excited to announce the return of its flagship cultural celebration, South Side Story, with an Onam Special edition. The festival will take place on the 30th and 31st of August 2025 at KD Jadhav Wrestling Stadium in Delhi, promising a vibrant experience of Southern India’s rich musical and culinary traditions.

South Side Story Event

Red FM is turning up the anticipation this year with a series of immersive pre-event experiences that celebrates the cultural soul of the South. In the lead-up to the festival, Red FM is collaborating with DC Books and the Kerala Literature Festival to host vibrant literary conversations and reading sessions. Audiences can also look forward to Onam Sadhya- a spectacular 20-dish South Indian culinary celebration that’s flavourful, soulful, and rooted in tradition. Enhancing the experience alongside the music and food are striking art installations, indie film screenings, and dynamic cultural showcases that celebrate the richness, creativity, and soul of the Southern states.

This year’s edition features an electrifying lineup of iconic South Indian artists spanning genres from pop and indie to folk-rock and rap including Avial, The Raghu Dixit Project, Thaikkudam Bridge, Aattam Kalasamithi, Storyteller the Band, Job Kurian, Shobana, TM Krishna, Wild Wild Women and Sooraj Santhosh Live.

Speaking on the announcement, Nisha Narayanan, Director & COO, RED FM and Magic FM, said: “In a world of commercial entertainment and fleeting trends, South Side Story continues to be our honest attempt at putting culture front and centre. This year’s Onam Special edition is a celebration of identities, flavours, and stories that make the South what it is—diverse, rooted, and rich. From home-grown music acts and traditional performances to local art, flavours, and immersive showcases, this edition is layered with authenticity and heart. As always, Red FM brings together cultural evangelism and the Indie spirit on one stage and this time, we’re proud to shine a light on voices that are powerful, proud, and unapologetically original. This one is for those who seek experiences that are meaningful, immersive, and definitely engrained. We can’t wait to celebrate it with you.”

The event reinforces Red FM’s positioning as a cultural evangelist and storyteller – bridging tradition with contemporary relevance, and amplifying the voices of India’s diverse creative communities.

Shilpa Shetty Kundra Reflects On Power, Pause, And Purpose In Femina’s June-July 2025 Issue

National, June 26, 2025: Stardom doesn’t age, it evolves. And few embody that evolution like Shilpa Shetty Kundra, who is undeniably one of India’s most enduring stars.  Gracing the cover of Femina’s June-July 2025 issue, the actor reflects on three decades of reinvention, on screen, off screen, and everywhere in between.

With an illustrious career spanning over 30 years, the multihyphenate has not only defied being labelled, but has also continually redefined what it means to live with purpose, balance, and unapologetic authenticity. From being the poster girl of the ’90s to now effortlessly juggling OTT stardom, wellness entrepreneurship, and motherhood, Shilpa proves that staying relevant isn’t about chasing trends; it’s about knowing when to pivot and when to pause.

Shilpa Shetty

The Cover Story captures the many avatars of Shilpa – the quintessential Bollywood actress, the wellness evangelist, the mother of two, and the ever-evolving woman who refuses to be boxed in. With the kind of clarity that only comes with experience, Shilpa revisits her bold choices in this deeply reflective and refreshingly honest conversation, be it championing yoga before it was cool, embracing motherhood on her own terms, or defying ageism with grace and grit.

From her breakout debut in Baazigar to her latest stint as a cop in Indian Police Force, Shilpa has moved through the decades with clarity and conviction. Her fitness philosophy and yoga advocacy have inspired millions. “I believe in balance,” she says. “That comes from my belief in yoga. Anything done with too much intensity ends up creating pressure. Balance is key.”

She fondly recalls her early years in the industry. “The ’90s were gold,” she says. “People were less judgemental. There wasn’t social media, so we could live a little more. The camaraderie on set with the actors, no monitors, no constant worrying about the camera – all of that helped me be who I was. It gave me the space to make mistakes and still grow.”

Speaking about self-worth, Shilpa states, “We all have that one piece of clothing that has seen the years with us. I am that… that piece of old cloth. I am basically gold.”

In a heartfelt reflection, Shilpa speaks about her evolving priorities after motherhood and the kind of roles she now chooses to embrace. “My priority now is to be fully present, whether I’m at work or just being a mom. I’ve explored so many roles already… I want to do things that excite me as an actor and make it worthwhile for me as a mom to leave my kids behind.” She adds, “I wanted my son to see me as a warrior, not just a mom.”

In her trademark candidness, Shilpa addresses a myth she wishes every Indian woman would unlearn: “That you get old. Enjoy the process of ageing well. It’s not about denying time, but about commanding it – mind and body in concert. It’s always mind over body… It’s your mind that will get your body into shape.”

Explore the many avatars of Shilpa Shetty Kundra – from actor and entrepreneur to wellness advocate and mother – in Femina’s June-July 2025 issue.

How Actors Are Powering Up Their Immunity This Rainy Season!

The monsoon may bring a welcome break from the summer heat, but it also ushers in a season of fluctuating temperatures, waterborne illnesses, and weakened immunity. For television actors who juggle demanding shoot schedules, staying fit and infection-free is a top priority. To combat seasonal health risks, they turn to mindful eating habits that support immunity, focusing on warm, home-cooked meals, herbal concoctions, and nutrient-rich foods.

Sapna Sikarwar 1

&TV actors Sapna Sikarwar (Bimlesh, Happu Ki Ultan Paltan) and Aasif Sheikh (Vibhuti Mishra, Bhabiji Ghar Par Hai) share how they are boosting their immunity to stay healthy and active during the rains. Sapna Sikarwar, aka Bimlesh from Happu Ki Ultan Paltan, shares“During the monsoon, my focus is on strengthening my immunity through simple, home-based remedies. I avoid anything too oily or spicy, as it just doesn’t sit well during this season. Instead, I rely on warm soups, steamed veggies, and lots of herbal teas. I have made it a habit to start my mornings with warm water infused with tulsi and ginger—it helps with digestion and keeps me feeling energised. I also stock up on fruits like papaya and pomegranate; they are great for the skin and immunity. These small changes make a big difference in how I feel during the season.”

Aasif Sheikh 1

Aasif Sheikh, aka Vibhuti Narayan Mishra from Bhabiji Ghar Par Hai, shares, “Monsoons are beautiful, but they also mean a higher risk of infections. That’s why I never compromise on foods that help keep my immunity strong. I make it a point to include light, warm meals, things like moong dal, rice, and sautéed vegetables. My go-to immunity booster is a cup of herbal tea every evening; it’s soothing and effective. I stay away from street food during this time and drink plenty of warm water to stay hydrated. I have noticed that sticking to a clean, nutritious diet helps me stay mentally sharp and physically fit for long shoots. For me, the key to enjoying the monsoon season lies in simple, consistent efforts to eat right, as I believe wellness starts right from the kitchen.”

Watch Happu Ki Ultan Paltan at 10:00 PM and Bhabiji Ghar Par Hai at 10:30 PM, every Monday to Friday, only on &TV!

Hoopr Partners with IPRS to Strengthen Music Royalty Ecosystem in India

Hoopr

Mumbai, 25th June 2025, Hoopr – India’s first music licensing platform, announced a strategic partnership with the Indian Performing Rights Society (IPRS), the leading copyright society for songwriter’s, composers, and publishers. This partnership aims to ensure proper, timely, and transparent royalty payments to music creators, and publishers whose work is licensed in branded and digital content via Hoopr’s microsync-licensing platform, hooprsmash.com.

At a time when India’s music industry is suffering from an estimated annual revenue loss of ₹8,000–10,000 crore in unearned royalties, this initiative is a step forward towards building an equitable ecosystem for artists. Hoopr Smash, now hosts over 18,500 tracks including Bollywood, indie, and regional music on its online platform. With brands and content creators generating over a million content pieces daily, the need for ethical licensing and monetization is beyond critical. Over the last 2 years, Hoopr has fortified its position in the music licensing industry using its tech platform to soundtrack 125+ brands and 18,000+ creators. Today, the platform hosts 21 label partners, 380+ artists, which positions Hoopr uniquely from a music supply and distribution perspective.

Hoopr’s partnership with IPRS marks a progressive step toward strengthening micro-sync licensing as a structured and scalable revenue stream for artists. This collaboration enables over 18,000 IPRS-registered members to benefit from structured monetisation opportunities in the fast-growing digital content space. By streamlining royalty disbursement through a tech-enabled process, the partnership aims to enhance transparency and timeliness — supporting creators more effectively in today’s fragmented content economy. This initiative also aligns with IPRS’s recent achievement of crossing ₹700 crore in royalty collections, underscoring a shared commitment to copyright compliance and improved artist remuneration across the industry.

Rakesh Nigam, CEO of IPRS, said: “This partnership opens new avenues of revenue for Owners Publishers by making music available for licensing to be used legitimately in brand storytelling, along with authors/creators, who will also benefit economically by such usage. For generations, music has added emotional depth to brand communication. Today, by bridging creativity with commercial possibilities, we are not only empowering owners/creators but also helping brands connect more meaningfully with their audiences—through music that is licensed, respected, and fairly rewarded.”

Gaurav Dagaonkar, Co-Founder & CEO of Hoopr, said: “Hoopr was created with a vision to make music licensing accessible, transparent, and equitable for all stakeholders. In India’s fast-growing creator economy, where music drives engagement, our partnership with IPRS bridges the compensation gap between content creators, artists, and music labels. Through this partnership with Indian Performing Rights Society (IPRS), we are establishing a new standard of how digital platforms can contribute to the music ecosystem, through accountability of royalties in our licensing model. This is a long-overdue structural correction, and we’re proud to lead it.”

Meghna Mittal, Co-Founder of Hoopr, added: “The challenge with music licensing was never just about access; it is also about compliance and clarity. Our proprietary tech which powers Hoopr Smash, ensures that every licensed track is tracked, reported, and attributed to the rightful rights holder. This partnership is especially significant given Hoopr’s tech and platform-led digital payments system, built to align with IPRS’s backend infrastructure for seamless royalty disbursement to artists and labels. It empowers creators, especially regional and independent ones, to concentrate on their art with the assurance that their rights are being respected and compensated.”

By embedding structured royalty mechanisms into the digital licensing process, this partnership creates a new way of thinking about how India’s rapidly developing content economy can better serve the creative backbone of its economy. As regional music gains momentum and demand for culturally rooted soundtracks rises, initiatives like this are vital to ensure that artists, composers, and rights holders are not left behind in the monetization cycle. Furthermore, this also reflects IPRS Chairman Javed Akhtar’s long-standing commitment to ensuring that Indian music creators receive fair recognition and reward for their contributions across all digital platforms.