Rediffusion - Y&R bags Hoichoi's creative mandate

SVF, an entertainment company based in Eastern India, has appointed Rediffusion - Y&R as the creative agency for its brand new OTT (Over-the-Top) platform - Hoichoi. As part of the creative mandate, Rediffusion - Y&R will create the brand's visual identity and its advertising campaigns.

The brand name Hoichoi, suggested by Rediffusion - Y&R, means non-stop excitement.

Nilanjan Dasgupta

Vishnu MohtaSpeaking about the win, Nilanjan Dasgupta, EVP and Executive Creative Director, Rediffusion - Y&R, says, "We are delighted that the brand name suggested by us, the logo, and campaign ideas presented, have all been appreciated by SVF. Having been privy to what Hoichoi aims to bring to the lovers of Bengali entertainment, we believe it will stay true to its name."

According to the press release shared by the agency, Hoichoi is a one-stop online destination for the best in Bengali entertainment. It will house over 500 movies, exclusive original web series and over 800 songs to suit the tastes of Bengalis across age groups. It is aimed at fulfilling the entertainment needs of Bengalis in India and the Bengali diaspora.

Commenting on the association, Vishnu Mohta, Co-founder, Hoichoi, says, "We wanted an agency that will help our brand become a colloquial name in every Bengali household. The understanding of the Bengali ethos that Rediffusion - Y&R brings to the table is admirable and we are sure we will see some exceptional award winning campaigns by them in the months to come."