Godrej Interio takes content route with Dice Media's weekly series ‘What The Folks Season 3'

Pocket Aces, India’s leading digital media entertainment platform has teamed up with Godrej Interio for one of India’s longest running web series ‘What The Folks’.

What The Folks Season 3 is Godrej Interio’s first-ever branded content association. The brand has chosen Dice Media’s light-hearted, family dramedy series to amplify their latest campaign - Make Space For Life. This season is a perfect marriage between Godrej Interio and the storyline, as one of the key characters, Shreya (Kriti Vij), moves into her first independent house. This partnership urges the audience to make space for life, memories, passions, and relations. The 5-episode weekly series went live on Dice Media’s Facebook and YouTube channel on Saturday, October 5, 2019.

‘What The Folks’ is a modern take on how families grow together despite their differences. It speaks the Godrej Interio language: emotional, rooted, progressive and yet timeless. The first two seasons with its light and humorous storyline had warmed the hearts of the audience and now season 3 focuses on issues relating to ageing parents, differing expectations in a marriage, the empty nest syndrome, and life after divorce amongst many others.

Commenting on the partnership Vishwanath Shetty, VP Sales, Pocket Aces, said, “We are thrilled to partner with Godrej Interio on their first-ever branded content association. What The Folks is one of the longest-running series in India and the last two seasons received immense love from the audience. In the third season, we have tried to show the natural progression of families and the issues they deal with, integrating brands that become enablers in the process. Godrej Interio’s new campaign messaging and offerings fit seamlessly into the storyline.”

Ashish Jain, Head of eCommerce, Godrej & Boyce, commented, “Godrej Interio furniture helps in creating home spaces where families can enjoy moments of love, laughter, passion, and togetherness. Our brand campaign Make Space for Life also focuses on millennials and Gen Z who are losing out significantly on creating strong family ties or spending quality time with friends due to pressures of demanding professional lives.

We, in our endeavour to connect with this digital native audience, found the audience and storyline of What The Folks resonating well with our brand ethos. Seeing the warm response to the first 2 seasons of the series, Godrej Interio in its collaboration with the third season is hoping to make space in the hearts of its large audience.”