Greek yogurt brand Epigamia owned by parent company Drum Foods International, and self-drive car rental company Zoomcar have partnered with Pocket Aces for their upcoming web series “What The Folks!” or “WTF!” as Title Sponsor and Driven By Sponsor respectively. The 5-episode series will release on Dice Media, the company’s premium long-form channel, and will be marketed by FilterCopy, the company’s flagship channel.

From Dice Media, the makers of web series “Little Things”, which became the largest series of 2016, comes a new age family dramedy called “What The Folks!” The show encapsulates the familial struggles of Nikhil, a young man who is forced to live alone with his in-laws for a few weeks. Nikhil’s bittersweet interactions with his in-laws provide a comic flavor to a series that will be highly relatable to today’s youth and their families. The series stars popular digital actor Veer Rajwant Singh as the son-in-law Nikhil, veteran actors Vipin Sharma and Dipika Amin as the father and mother in-law respectively, Eisha Chopra as Nikhil’s wife Anita, and Anula Navlekar as Anita’s younger sister Akshata. The five actors create some sizzling yet warm chemistry on screen, making the audience feel like a part of the family.

Aditi Shrivastava, co-founder of Pocket Aces shared, “We are very excited to partner with like-minded brands for “What The Folks”. With this series, we hope to make Epigamia and Zoomcar household names with our audiences and deliver ROI such as increase in brand search traffic, website traffic, app downloads, increase in time spent on app, etc. In addition to the episodes, the brands will be getting presence in our extensive marketing for the series including over 100 pieces of digital marketing content, press exposure, and offline activities such as series premier, corporate outreach, college outreach, radio, etc. We are also in talks with a TV network to release the series, which will be the first time that a series is aired on TV and digital simultaneously.”

Siddarth Menon, CMO at Epigamia said, “This series is the tentpole of our exciting 4 month long partnership with Pocket Aces. Epigamia started this journey with delicous Greek yogurt recipes that were curated for food channel Gobble, as well as content on FilterCopy. These content integrations have driven Epigamia brand awareness with reach figures of 13 million and over 4 million views. We are now very excited to be the title sponsors of “What the Folks,” an exciting and relevant web series for our consumers. It was great for us to see the team weave in key aspects of the Epigamia brand in all 5 episodes, be it highlighting our unique flavors, presenting us as a protein snack with zero preservatives or driving the versatility of Epigamia Greek yogurt as a healthy ingredient in recipes. We are super excited and cannot wait to see these integrations play out in building influence and recall in the viewers’ minds.”

Harish Rawat, CMO at Zoomcar added, “We are excited to collaborate with Pocket Aces for their upcoming new series “What the Folks” which will highlight two services from Zoomcar – airport pick up and one-way intercity travel, HOP. Zoomcar is meant for people who are independent, love the concept of self-drive and believe in ‘Never Stop Living’ their dreams, a message that perfectly resonates with the series. Our main motto is to reach its target audience only through the aspects of deep content marketing and word of mouth. For example, this September, we are hosting India’s one of the largest music festivals called Zoomapalooza in which we will imbibe the feeling from ‘creating’ experiences to ‘enabling’ experiences in our audience.”

With audiences spending increasing attention minutes on their smartphones, advertisers are quickly making digital content a significant part of their marketing spends. Reaching their target audiences via native integrations in highly relatable and sharable digital content is becoming the go-to model. In just two years since inception, Pocket Aces alone has worked with over 40 advertisers including Lifestyle Apparel, Manforce Condoms, Flipkart, etc.

“What The Folks” is a journey of how modern families are breaking stereotypes, overcoming generation gaps, and growing to love one another, in spite of having starkly different world-views.