THE POWER OF ‘ SHORT FORM’ CON­TENT

THIS DIG­I­TAL EN­TER­TAIN­MENT START- UP PRO­DUCES SHARE­ABLE, SNACK­ABLE CON­TENT FOR MIL­LEN­NI­ALS.

Business Today - - CONTENTS - By De­vika Singh

This dig­i­tal en­ter­tain­ment start- up pro­duces share­able, snack­able con­tent for mil­len­ni­als. 121

1) The Founders

Ash­win Suresh, Aditi Shri­vas­tava and Anirudh Pan­dita (L-R) have known each other for a long time. Suresh and Pan­dita stud­ied at the Univer­sity of Illi­nois, while Shri­vas­tava and Pan­dita went to the same school in Kuwait. The trio got to­gether in 2014 to launch the dig­i­tal en­ter­tain­ment start-up.

2) The Idea

To pro­duce low-bud­get, snappy con­tent un­der its three brands – Fil­terCopy, Dice Me­dia and Gob­ble – with a Face­book-first ap­proach. Fil­terCopy pro­duces share­able con­tent (lis­ti­cles, sketches, short videos, branded videos and memes); Dice Me­dia cre­ates long­form web se­ries and Gob­ble is the food con­tent des­ti­na­tion.

3) The Back­ers

Raised $3 mil­lion last De­cem­ber from a group of global in­vestors led by Se­quoia Cap­i­tal In­dia, in­clud­ing North Base Me­dia, T.V. Mo­han­das Pai-led Aarin Cap­i­tal, 3one4 Cap­i­tal, Ax­ilor Ven­tures, and FreeCharge founders Ku­nal Shah and San­deep Tan­don; and raised an un­known sum in an­gel fund­ing in De­cem­ber 2014. Ac­cord­ing to a fil­ing with the Min­istry of Cor­po­rate Af­fairs, the com­pany earned rev­enues ` 25.85 lakh and in­curred losses of ` 1.24 crore dur­ing fi­nan­cial year 2015/16.

4) The Ri­vals

Pock­etAces com­petes with new-age en­ter­tain­ment start-ups such as TVF, Cul­ture Ma­chine and ScoopWhoop, as also with plat­forms like Buz­zfeed and other tra­di­tional me­dia chan­nels.

5) What sets them apart

The ‘Face­book-first’ ap­proach. “When we have to test some­thing, we make a meme. If peo­ple like it, we put it on Face­book. If peo­ple like it there, then we make a fullfledged video,” says Pan­dita.

RACHIT GOSWAMI

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