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Retail chain Brand Factory, in an attempt to reach out to the youth, has chosen to partner with a web comedy series that is full of awkward abuses claimed as favourite of today's youth. The branded content titled ‘Weekends’ is created by TVF’s YouTube comedy channel The Screen Patti (TSP).

Launching on September 28, 2018, the five-part web series will be released on TVFPlay (two episodes initially) and YouTube, with one episode going live every Friday.

The trailer:

Roch D’Souza, Chief Marketing Officer, Brand Factory, said, “Today’s millennial audience is constantly looking for validation on social media for their behaviour, be it fashion or lifestyle. There is a growing phenomenon of ‘living to share on social media’, and hence reaching out to the youth through the TVF Weekends web series was a great opportunity. We feel it’s a perfect fit as it depicts the day-to-day life of a corporate employee, the type of audience that shops at our stores. Collaborations with content creators are a major part of Brand Factory’s digital strategy ahead and we plan to create some amazing branded content.”

‘Weekends’ is a comedy that reveals the plight of millennials in their workspace, trying to find that elusive work-life balance. Constantly juggling between the demands of workplace and their desire to have fun, the hallowed ground of the weekend is where the lines are drawn. A working weekend completely messes with their zen. The only thing that gets them going is a weekend spent doing what their hearts want.

Vijay Koshy, Head, Brand Partnerships, TVF, said, "With a twist of humour, TSP's Weekends embodies the current working class that struggles to find time to focus on self in this harsh competitive world. Since the beginning, we knew that this show is meant for brands that try to solve the problems of this generation. The TVF network has now made inroads to new categories like fashion retail, real estate and health.”

Directed by Harman Wadala and written by Parikshit, Talha, Jatin and Shivam, the show features popular actors Gurpreet Saini (Pari), Prabal Punjabi (Kevin) and Pranay Manchanda (from Baked & The Aam Aadmi Family as Rakesh aka PPT).

 Amrit Raj Gupta, Channel Head, The Screen Patti, said, “Weekends is a show about three men and them being torn between work and their personal lives that often take a beating because of unwanted assignments at ungodly hours.”