Behind YouTube's trending Filtercopys

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From soap operas and melodramatic serials, there has been a switch to video contents in today's millennial generation of India. Similar storylines and dramatic dialogues, have lost their flavour among the younger generation who is in search of something relatable and realistic. Pocket Aces is one such “digital entertainment and content creation company”, producing “video content that appeals to younger audiences”.

Pocket Aces, based in Mumbai, was founded by Ashwin Suresh, Anirudh Pandita and Aditi Shrivastava in 2014. The three, who studied and worked abroad, came back to India quitting their jobs and following their passion. “We felt that there was a content gap in India and wanted to bridge the divide between what we had on television and what the youth were interested in,” said Anirudh.

The company also wanted to create a successful career option for the “budding writers”. Pocket Aces looks out for people who are willing to try out something new and different. The team did raise money in the film business, but decided to focus completely on digital media. Pocket Aces is committed to solving the consumer's boredom. The beginning was, however, not easy, starting with 20 failed videos. But Pocket Aces now is one of the best content creators. The idea was to create contents that are both “watchable” and “shareable”.

Filtercopy is one of the three platforms of Pocket Aces. It was one of their earliest ventures. The aim was to present before the younger audiences short videos that would leave them laughing and thinking. Keeping in mind the consumer's need of watching “different forms of content”, each Filtercopy video is different from the other. Revolving around social issues and everyday life situations, the videos are presented in a comical and relatable manner. Snippets of thoughts are also shared. “Annoying Things Boyfriends Do” and “Confusing Things Girlfriends Say” are two of the popular Filtercopy videos. The team also looks at articles and memes, converting it into videos, based on their performance. The idea behind the name, plays around “Filter coffee”, thus the tagline, 'freshly brewed content'. It reaches around “40 million people every week”, with 5,278,012 subscribers.

Filtercopy, is the “mixed-media offering for all things shareable”, of Pocket Aces. The other platforms are Dice Media and Gobble.

Dice Media is the “web series division” of Pocket Aces, were, “multi-episode, fictional, seasonal contents” are created. The first series “Not Fit”, “Little Things”, “What The Folks” and, “Adulting” are all available on YouTube, while “Little Things” season 2 is now available on Netflix.

Gobble, is all about food, presenting “innovative content with strong visual appeal”.

Well, “Stay tuned and keep watching Filtercopy for more freshly brewed contents”.

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