Mumbai, 23rd July 2025 – Digital entertainment powerhouse Pocket Aces, one of India’s largest and most successful content companies, has announced a bold new chapter in its journey of shaping pop culture. In a move that reflects its long-standing legacy, the company has rebranded its entire short-form portfolio under the FilterCopy banner transforming the much-loved fiction channel into a mother brand for five distinctive short-form verticals.
The consolidation under FilterCopy marks a strategic move by Pocket Aces to expand its influence as one of India’s most agile and youth-driven digital networks. The five-channel suite includes:
- FilterCopy – the original fiction-first flagship
- FilterCopy Gobble – formerly “Gobble,” its beloved food vertical
- FilterCopy Vital – rebranded from “Nutshell,” focusing on wellness and wellbeing
- FilterCopy EngaArea – a new hyperlocal Tamil content channel
- FilterCopy Candid – the brand-new nonfiction vertical
Together, these channels serve up sharp, relatable stories that shape how young India talks about everything from food to feelings.
This rebrand isn’t just cosmetic. It’s driving real content innovation:
- FilterCopy Candid has launched its first OTT show, Find The Farzi, starring creator RJ Karishma, now streaming on JioHotstar.
- It also dropped an original podcast, Spoke2Soon, hosted by creators Rhea Gurnani and Kanchi Sharma, streaming on YouTube.
- On Instagram, FilterCopy released The Two of Us, a microdrama series in partnership with iPill.
- Coming soon: a 60-episode FilterCopy microdrama series slated for release on Zee5.
Sharing the thought behind the rebrand, Co Jo-founder and CEO Aditi Shrivastava said, “In a content world which is so fragmented, this decision was driven by an intuition that bringing our short-form channels under one mother brand would give our audience a unified and credible source to find content in all the buckets they care about – friendships, relationships, motivation, opinions, food, travel, and physical & mental wellness. This in turn would also benefit advertisers who integrate their products and messaging into our content across various channels. As always, we backed our gut with data, and a primary study driven by research firm IPSOS helped us confirm this. This rebrand is more than a design shift. It allows us to build long-term brand memory, scale storytelling across genres without diluting our identity, and show up with clarity in an attention-deficit economy. FilterCopy has always been a name audiences associate with honesty, relatability, and cultural relevance, and this evolution simply deepens that association while creating space for future innovation.”
Pocket Aces’ other brands Dice (web series) and Clout (influencer management) have also changed their logos in this rebranding exercise. The statement salmon color of FilterCopy, which is a widely recognized signature of its content, combines with the teal color from the original Dice Media logo to create a fresh color combination for the new brand. Each channel logo has an element that reveals what its content is about – starting with the classic recording circle in FilterCopy, the doughnut in Gobble, the meditation in Vital, the podcast mic in Candid, the graffiti in EngaArea, the clap in Dice, and the Saturn of Clout. With this move, Pocket Aces continues to deliver on its promise: reshaping how young India consumes and connects with content, one reel, series, and story at a time.
