Pocket Aces reorganises short-form portfolio under FilterCopy

New Delhi: Pocket Aces has restructured its short-form content portfolio, bringing all of its verticals under FilterCopy. 

The unified brand architecture now brings together five distinct verticals under the FilterCopy identity,  the core fiction-first channel continues as FilterCopy; the food-focused vertical Gobble has been rebranded as FilterCopy Gobble; wellness content previously housed under Nutshell now appears as FilterCopy Vital; the newly introduced FilterCopy EngaArea caters to Tamil-language hyperlocal content; and FilterCopy Candid serves as the nonfiction-led vertical.

Pocket Aces said the decision was grounded in both creative intent and consumer insight. Content under these verticals now spans OTT shows, audio formats, and platform-native series. Recent launches include Find The Farzi, a short-form OTT series starring RJ Karishma, currently streaming on JioHotstar, and Spoke2Soon, a podcast hosted by creators Rhea Gurnani and Kanchi Sharma, now available on YouTube. The brand also partnered with iPill on a microdrama titled The Two of Us, released on Instagram.

A longer-format, 60-episode FilterCopy microdrama is scheduled for release on Zee5.

The company’s other brands, Dice (known for long-form web series) and Clout (influencer management), have also undergone visual identity changes as part of the rebranding exercise. While the new logo for FilterCopy retains its familiar salmon colour, it now integrates teal accents drawn from the original Dice Media palette. Each vertical features a visual element tied to its content focus – such as a doughnut for food, a meditation icon for wellness, a podcast mic for nonfiction, and graffiti elements for regional storytelling.

“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,” said Aditi Shrivastava, Co-founder and CEO, Pocket Aces.

“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,” she added.