Pocket Aces rebrands with FilterCopy as flagship, launches channel-verse

Pocket Aces, a content company, has announced a bold new chapter in its journey of shaping pop culture. The company has rebranded its short-form portfolio under the FilterCopy name, making it the main brand for five short-form verticals.

The consolidation under FilterCopy is a strategic move by Pocket Aces to grow its presence as a youth-focused digital network in India. 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

These channels offer stories on topics from food to emotions. The rebrand is also driving content innovation:

• FilterCopy Candid launched its first OTT show, Find The Farzi, starring RJ Karishma on JioHotstar
  

• It released an original podcast, Spoke2Soon, hosted by Rhea Gurnani and Kanchi Sharma on YouTube
  

• On Instagram, FilterCopy launched The Two of Us, a microdrama series in partnership with iPill
  

• A 60-episode FilterCopy microdrama series is set to 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 updated their logos as part of the rebranding. The salmon colour of FilterCopy combines with teal from the original Dice Media logo for a new colour scheme. Each channel logo includes an element reflecting its content: a recording circle for FilterCopy, a doughnut for Gobble, meditation for Vital, a podcast mic for Candid, graffiti for EngaArea, a clapboard for Dice, and Saturn for Clout.