Kolkata-based Bengali entertainment company Shree Venkatesh Films (SVF) has appointed Rediffusion – Y&R as the creative agency for its new over-the-top (OTT) platform Hoichoi. Hoichoi, a digital platform for Bengali entertainment, will house over 500 movies, 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. 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. Hoichoi co-founder Vishnu Mohta said, “We wanted an agency that will help our brand become a colloquial name in every Bengali household. The understanding of 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.” SVF has produced over 110 films including National Award-winning ‘Chokher Bali’, ‘Raincoat’, ‘Memories in March’, ‘Apur Panchali’, ‘Chotoder Chobi’, and ‘Chander Pahar’. Rediffusion – Y&R, EVP and executive creative director, Nilanjan Dasgupta stated, “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.”