Pocket Aces has rebranded all its short-form content channels under the FilterCopy name, positioning the fiction-first platform as a mother brand for five verticals. The move has marked a strategic shift in how the company delivers content to young audiences, offering a single destination for relatable stories across genres.
The new FilterCopy network includes the original fiction-first flagship, FilterCopy; FilterCopy Gobble, the rebranded food vertical previously called Gobble; FilterCopy Vital, formerly Nutshell, which focuses on wellness and wellbeing; FilterCopy EngaArea, a new hyperlocal Tamil content channel; and FilterCopy Candid, a brand-new nonfiction vertical.
Since the rebrand, Pocket Aces has launched several new initiatives. FilterCopy Candid has debuted Find The Farzi, an OTT reality show starring RJ Karishma on JioHotstar. It has also rolled out a podcast, Spoke2Soon, hosted by creators Rhea Gurnani and Kanchi Sharma, now streaming on YouTube. On Instagram, the brand has introduced The Two of Us, a microdrama in collaboration with iPill. A 60-episode microdrama series is also slated to release on Zee5.
Pocket Aces has refreshed its visual identity to reflect the shift. The FilterCopy salmon hue now combines with the teal of Dice Media’s original branding, creating a unified colour palette. Each vertical carries its own icon: a recording dot for FilterCopy, a doughnut for Gobble, a meditation symbol for Vital, a mic for Candid, and graffiti for EngaArea.
“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.”
