iWorld
Filtercopy brings back Ishq at Campus with Silk
Cadbury Silk sweetens Filtercopy’s Valentine micro-drama with reunion romance and unsaid emotions.
MUMBAI: Love may be blind, but this Valentine’s it’s coming back with perfect 20/20 vision Filtercopy’s Ishq at Campus is back for Season 2, and it’s sweeter than ever thanks to a fresh Cadbury Silk partnership. After Season 1 left viewers swooning over college sweethearts Tanya and Maahi (and humming those unforgettable tunes), the youth entertainment channel is cranking up the nostalgia dial for a heartfelt reunion story. Reimagined specially for Valentine’s Day, the new micro-dramas dive into second chances, lingering feelings, and all those words that somehow never quite made it out, all set against the timeless chaos and chemistry of campus life.
The emotional engine? Maahi’s music, once again steering the narrative and tugging at heartstrings just like last time. Pocket Aces (Filtercopy’s parent), D2C head Vishwanath Shetty captured the vibe perfectly, “Romance has always been a space that Filtercopy has deeply understood… The response to Season 1 reaffirmed our belief in micro-dramas as a powerful storytelling format… This season, we continue in the same emotional space, with Maahi’s music once again driving the narrative.”
Sharing their perspective on the collaboration, WPP Media South Asia president for client solutions Shekhar Banerjee said, “By tapping into the micro-drama genre, which resonates deeply with youth, Cadbury Silk effectively amplifies its ‘Say It With Silk’ proposition, fostering authentic emotional connections. This alliance is about embedding the brand within cultural moments to build equity through authentic and impactful storytelling in the new age, in pace with the evolving landscape of brand communication.”
Short, snackable episodes packed with real-feel romance? It’s the kind of content that fits perfectly between lectures, late-night scrolls, and last-minute gift hunts. Whether you’re Team Tanya-Maahi die-hard or just someone who likes a good love story with a side of chocolate, Season 2 promises to deliver those warm, fuzzy, “maybe we should talk” moments that Valentine’s does best.
Grab some Silk, hit play, and let campus cupid do the rest. Because sometimes the sweetest things start with a second chance and a really good bar of chocolate.
iWorld
X launches XChat messaging app on iOS with calls and encryption
Standalone app marks shift from “everything app” vision, adds E2E messaging.
MUMBAI: From one big app to many small chats, X seems to be splitting its ambitions. X has rolled out its standalone messaging app, XChat, to iOS users, opening up a new front in its evolving product strategy. The app allows users to connect with existing X contacts through private and group messages, file sharing, as well as audio and video calls. The launch follows a limited beta phase, where the platform tested the product with a smaller user base to refine the experience. Now available publicly, XChat marks a notable pivot from earlier ambitions championed by Elon Musk to turn X into a single “everything app” combining messaging, payments, commerce and more.
Instead, the company under xAI ownership and backed by SpaceX appears to be building a suite of standalone applications, each targeting specific use cases while expanding its broader ecosystem.
At launch, XChat includes end-to-end encrypted messaging, PIN-based access, disappearing messages, and features such as message editing, deletion for all participants, and screenshot blocking. The company has also said the app is free from advertisements and tracking mechanisms, positioning it as a privacy-first alternative in a crowded messaging space.
However, security claims around the platform are likely to face scrutiny. Earlier iterations of XChat drew criticism from experts who argued it fell short of established encrypted platforms like Signal. With the wider rollout, the app is expected to undergo fresh evaluation to assess whether those concerns have been addressed.
Beyond messaging, XChat will also house X’s Communities feature, which is being discontinued on the main platform due to low usage and spam concerns. Migrating these users could provide an early boost to adoption, effectively turning XChat into both a communication and community hub.
The move underscores a broader recalibration at X less about cramming everything into one app, and more about spreading bets across multiple touchpoints, one message at a time.
