MAM
Dice Media’s hit series ‘Firsts’ returns with lockdown-special Season 2 in partnership with Bumble and Cadbury Dairy Milk Silk
Even while under the COVID-19 lockdown, India’s leading digital media entertainment company Pocket Aces is continuing to find innovative ways to create new content to keep its audiences constantly engaged and away from boredom. Pocket Aces has returned with the second season of its successful series ‘Firsts’ on its long-form channel Dice Media. Conceptualized, written, and executed by the cast and crew completely from their respective homes, Firsts Season 2 unfurls the unusual love story of a couple that meets online in the middle of the COVID-19 lockdown.
The season stars popular digital actors and real-life couple Kriti Vij (What The Folks, Baked, Love Travel Repeat) and Pranay Manchanda (Baked, Love Travel Repeat, Official CEOgiri). The series is written by Dice Media’s Pranav Tonsekar (Firsts S1, What The Folks) and directed by Pranay Manchanda himself.
The season unveils the story of Tanya and Aman who, while stuck in quarantine, meet on Bumble, the dating platform where women make the first move. Bumble has come on board as the “Empower By Partner”. As the country stays home to prevent the spread of COVID-19, the content partnership beautifully highlights how even during these tough times you can ‘Stay Far, Get Close’ and create safe, equal and meaningful connections virtually. Seamlessly in line with the brand’s value proposition, the protagonist Tanya (Kriti Vij) makes ‘the first move’ and the couple forges a special connection. They move from Bumble chat messages to voice calls and then video calls, get to know each other better, hit it off and soon experience all the ‘firsts’ of dating, but virtually.
Over the course of 24, one-minute episodes, Firsts beautifully captures the sensitivities and insecurities of a new found virtual relationship. We see the two be vulnerable, go through the ups and downs of long periods of isolation, trying out new things together, consoling each other through their lows and most anxious moments, and finally meeting after the lockdown ends. Cadbury Dairy Milk Silk, as the “Associate Partner”, seamlessly finds its way into these everyday magical moments of romance, taking the brand theme of ‘Say It With Silk’ ahead.
Commenting on the launch, Aditi Shrivastava, Co-founder of Pocket Aces, said, “If there is one thing that keeps people going in life, it is real meaningful bonds and companionships. This is even more true in this unprecedented pandemic, where the nationwide lockdown has jolted people emotionally. At Pocket Aces, our 220-member team has been hard at work not only trying to find innovative ways to entertain audiences, but also empathize with their mindsets during this time. It is from such a thought that this lockdown-concept for Firsts S2 was born. Content is even more important in these times to keep people un-bored, and we wanted to showcase one such story, proving that it is possible to meet new people and develop beautiful bonds even during this period of uncertainty. We are excited to have Bumble on board as their #StayFarGetClose campaign fits perfectly with what we aim to convey through the series, making the partnership an organic and seamless one. We are also delighted to welcome back Cadbury Dairy Milk Silk, who also partnered with us on Firsts Season 1, to the franchise – how can any love story be complete without saying it with Silk! ”
Commenting on the partnership, Priti Joshi, Vice President of Strategy at Bumble, said, "During this period of social distancing we are seeing the dating app experience transition to an in-app dating experience. This partnership with Season 2 of Firsts beautifully highlights our message to users that on Bumble you can stay connected even when physically apart. We believe that it is possible to forge safe, equal and healthy connections virtually, and we are so excited to see this come to life in the 24 upcoming episodes of Firsts.”
Karthik Nagarajan, Chief Content Officer, Wavemaker India, said, “We are thrilled with the success of Season 1 of Firsts and delighted to continue Cadbury Dairy Milk Silk's association with Firsts in Season 2. While we are all caught up in an unique global crisis, the situation doesn’t deter digital entertainment creators and brands from creating innovative and creative storytelling campaigns. Congratulations to team Dice Media for coming up with this season despite several constraints, and team Mondelez for recognizing the opportunity and continuing with this unique digital association. Here's to another successful partnership!”
Firsts Season 1 received an overwhelming response from the audience earlier this year with over 32 million views. Catch the one minute episodes of Firsts S2 on Dice Media’s Instagram page.
MAM
Ajio launches Dhurandhar merchandise collection with Jio Studios
Limited edition range inspired by the film starts at Rs 349 on Ajio.
MUMBAI: When cinema meets the wardrobe, fandom doesn’t just stay on the screen, it walks out onto the street. Ajio, India’s fashion e-commerce platform, has launched an exclusive merchandise collection inspired by the spy-action film Dhurandhar, extending the film’s bold on-screen personality into everyday fashion.
The limited-edition range has been created in collaboration with Jio Studios and features graphic driven apparel and statement silhouettes that draw directly from the film’s high-energy aesthetic and characters.
Designed to appeal to both movie fans and style conscious shoppers, the collection translates the cinematic swagger of Dhurandhar into wearable fashion pieces starting at Rs 349.
The collection includes graphic T-shirts featuring iconic movie quotes, signature tees inspired by actor Ranveer Singh and limited-edition signed Pathani outfits that echo the larger-than-life style associated with the film’s characters.
Also part of the line-up is a collection inspired by Sara Arjun, translating her on-screen styling into contemporary silhouettes designed to appeal to younger audiences and fashion forward fans.
With bold typography, statement graphics and confident tailoring, the range blends cinematic storytelling with streetwear aesthetics, turning the film’s cultural energy into a fashion statement.
The collaboration reflects Ajio’s growing strategy of using fashion collaborations to tap into pop culture moments and entertainment properties.
By bringing elements of popular films into apparel, the platform allows audiences to move beyond simply watching a film and instead wear their fandom, making cinema part of everyday style.
Produced by Jio Studios and B62 Studios, Dhurandhar has emerged as one of the most talked-about action thrillers in recent times, known for its high-octane storytelling and larger-than-life characters.
The film, written and directed by Aditya Dhar, is also set to expand into a franchise, with the sequel “Dhurandhar: The Revenge” scheduled to release in theatres worldwide on March 19, 2026.
By launching the merchandise collection ahead of the sequel, Ajio and the film’s producers are extending the film’s universe into fashion, giving fans another way to connect with the story and its characters.
The Dhurandhar merchandise collection is now available exclusively on Ajio, bringing cinematic attitude, bold graphics and spy-thriller swagger straight into the wardrobes of fans.
