iWorld
Pocket Aces partners up with Tinder & Pure Me for Firsts Season 3
MUMBAI: Pocket Aces is back with a new season of the hit Instagram series, Firsts. Presented by Tinder and PureMe, Firsts Season 3 explores a same-sex romantic relationship between two young women, who match on the dating app and experience an exhilarating journey of understanding love, life, and more together. A heart-warming story that blossoms during the lockdown, this season is a tale of acceptance, and coming together to celebrate the beauty of love, which has no labels.
Firsts Season 3 stars the talented young actors Shreya Gupto and Himika Bose, who play the role of the protagonists – Ritu Chatterjee and Lavanya Vijaya, respectively – both in their early twenties. Their first match on Tinder leads to a whirlwind online romance, which sees them decide to move in together, after a mere month of knowing each other. Worlds collide when the carefree Lavanya, and the slightly uptight Ritu explore their many ‘firsts’ as a same-sex couple. Being as different as chalk and cheese, their story is both entertaining and relatable for couples across the board.
The series and its production team is a beautiful representation of the LGBTQIA+ community. One of the protagonists identifies as queer, while the other is bisexual. Drawing from real-life experiences, the story is penned by Sulagna Chatterjee who identifies as queer, and is directed by the talented Bharat Misra. Over the course of the 20 one-minute episodes, Firsts Season 3 showcases how couples from the queer community cope with and navigate being in a live-in relationship in a largely heterosexual society.
From their first confession, and first gift, to the first fight, and first feelings of uncertainty, the show captures the sensitivities of a newfound relationship, especially among those breaking stereotypes in society.
The series, which was shot in the midst of the Covid2019 pandemic, promotes the importance of wearing masks to check the spread of the virus by seamlessly weaving in PureMe’s range of linen masks into the episodes. The partnership is the first of its kind for PureMe and the brands’ message “Be Different” was visibly highlighted throughout the show.
PureMe co-founder Arti Yadav said, “Being our first ever digital partnership, we felt it was the right opportunity to not only showcase our range of cute and trendy masks, but also reinforce their importance. We were also drawn towards the beautiful message of love, and breaking stereotypes, which is what ‘Be Different’ is all about. Having said that, we feel extremely thrilled to have begun this journey with Dice Media and look forward to more such mutually rewarding partnerships.”
Kunal Langer, AVP client acquisition & growth, Pocket Aces said, “Firsts as a property is an extremely unique and a disruptive format for story-telling that we at Pocket Aces introduced earlier this year. So far with all the 3 seasons, brands have shown immense interest in the format as the concept is new and highly relatable in nature. ”
Langer said they zeroed in and decided to focus on a topic that content creators have shied away from, and through this season of Firsts, tried to normalise the conversations around queer relationships.
“Amidst these unprecedented times, we have tried to weave in how dating and romantic relationships are transforming and the sole objective behind this season was very different from its predecessors. In addition, over the last few months, we have consistently pushed our boundaries with different takes on relationships, and this has encouraged us to continue bringing out more such content with different themes. I am exhilarated to have partners like Tinder and PureMe as they bring in their unique identities which called for the perfect fit for this season’s concept,” he adds.
iWorld
Tata Play Binge adds Pocket Films to micro drama platform Shots
Over 210 micro dramas and 220 hours of content strengthen short form play
MUMBAI: Short stories are getting shorter and sharper. Tata Play Binge is doubling down on snackable storytelling, adding Pocket Films to its micro-drama hub Shots as it looks to capture India’s fast-growing appetite for quick-consumption content. The move expands Shots into a deeper, more diverse catalogue, now featuring over 210 micro-dramas and 220 hours of short-format programming across genres such as action, drama and thriller. The content spans Hindi and key regional languages, reflecting the increasingly local yet mobile-first nature of viewing habits.
Pocket Films brings with it a library of emotionally driven, culturally rooted narratives, including micro-dramas like Chaturanga, Vidushi, Maasa, Silent Cycle and Pilibhit, alongside short films such as Lock-up, Dubki and The Disguise. The addition builds on existing partnerships with Bullet and Stage, strengthening Shots as a one-stop destination for bite-sized storytelling.
Designed for vertical viewing, the platform leans into scroll-friendly interfaces, auto-play sequencing and seamless discovery mirroring the habits of always-on, digital-first audiences. The content remains ad-supported and is available within the Tata Play Binge app at no additional cost.
The integration also sits within a broader aggregation strategy. Tata Play Binge currently offers access to 30 plus OTT services including Prime Video, JioHotstar, Zee5 and Apple TV+ through a single subscription and interface, aiming to simplify fragmented streaming consumption.
As platforms race to keep up with shrinking attention spans, Tata Play Binge’s bet is straightforward: when stories get shorter, the catalogue needs to get bigger and faster.
