Kurkure, an Indian snack brand from PepsiCo, has collaborated with Mindshare Content+ and digital entertainment company Pocket Aces to create a new web series, "2By3", which is a fresh, quirky and oddball comedy.
The four-episode web series started airing on Wednesday on Dice Media's YouTube and Facebook pages.
Dice Media will also create an exclusive music video for the series, which will be distributed by T-Series.
The series highlights some unusual moments bringing out the chemistry between a mature couple and three carefree 20-year-old boys who are forced to live together for two months. What starts off as a forced flat-mate relationship eventually turns into a warm, bitter-sweet family-like bond.
"'2By3' will show the audience that Kurkure as a brand is very similar to them - quirky and whacky, yet rooted in family," Vani Gupta Dandia, Marketing Director, Indian Snacks, Foods at PepsiCo, said in a statement.
Devendra Deshpande, Head at Content+, which is the content ideation and solutions arm of Mindshare, said the team at Content+ had a lot of fun working with Pocket Aces, who conceptualized and wrote this web series.
Aditi Shrivastava, Co-founder of Pocket Aces, is excited to have Kurkure as a collaborator on the project.
"By supporting a digital web series, they are making a statement that even traditional advertisers now understand the huge advantage that digital has to offer - high quality innovative content coupled with transparency of data in terms of seeing exactly who the content reached, who viewed it, getting audience feedback instantaneously, and being able to talk to them directly," she added.
"2By3" stars actors Sukant Goel and Kriti Vij, Akash Deep Arora, Daljeet Singh and Govind Menon.
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