Both mainstream streaming giants & digital content platforms can thrive: Vishwanath Shetty

Pocket Aces, a Mumbai-based digital entertainment company founded in 2013 is known for its popular content platforms like FilterCopy, Dice Media, Gobble, and the interactive e-sports app Loco. In an exclusive interaction with Adgully, Vishwanath Shetty, Senior Vice President – D2C Head, Pocket Aces, discusses striking a balance between youth engagement and brand objectives, maintaining storytelling integrity in branded content, the strategy behind web shows like Bada Sheher Choti Family (Maruti WagonR) and Agra Affair (Pilgrim), challenges in creating standout content, the evolving competition with mainstream OTT platforms adopting ad-supported models, and much more!

Pocket Aces has carved a niche as a favorite among young audiences. How do you balance maintaining that strong youth connection while also catering to brands’ marketing objectives?

That's a great question, and it gets to the heart of Pocket Aces' success. Our core strength is our deep connection with young audiences. We understand their language, their humor, their passions. That authenticity is gold, and it's the foundation of everything we do. We don't see it as a balancing act between youth appeal and brand objectives; we see it as a synergy.

Brands today aren't just looking for eyeballs; they're looking for engagement. They want to be part of conversations, part of the cultural zeitgeist. And that's exactly what Pocket Aces provides. Our content isn't just watched; it's shared, discussed, meme-ified. It becomes part of the social fabric for young audiences.

We approach branded content with the same creative rigor as our original programming. We’re not selling out our audience; we're creating value for them and for the brand. That’s how we maintain our credibility with young audiences and deliver impactful results for brands.

Seamless brand integration is a challenge that many struggle with, yet Pocket Aces has mastered it. What’s your approach to ensuring brand messaging doesn’t overpower storytelling?

The key is understanding that we're storytellers first and foremost. The brand message should serve the story, not the other way around. If the brand integration feels forced or clunky, it breaks the spell for the viewer, and nobody wins.

Our approach starts with deep collaboration with the brand. We work closely with the brand to understand their objectives, their target audience, and their brand values. Then, we brainstorm how those elements can be woven organically into a compelling narrative.

Think of it like casting a supporting actor. The brand can't be the star of the show if it doesn't fit the role. We need to find a way for the brand to contribute meaningfully to the story, to enhance the viewer's experience, not detract from it.

We constantly analyze how our branded content is performing, paying close attention to metrics like engagement, watch time, and social sharing. Ultimately, our goal is to create content that our audience loves, content that resonates with them on an emotional level.  If we achieve that, the brand message will naturally find its place.

With web shows like Bada Sheher Choti Family for Maruti WagonR and Agra Affair for Pilgrim, how do you decide which brand fits which narrative? Is it the brand that approaches first, or do you build stories and pitch them to brands?

The process of matching brands with narratives at Pocket Aces is a dynamic one, and it often involves a bit of both – brands approaching us and us developing stories for brands.  It's not a one-size-fits-all approach.

Sometimes, a brand comes to us with a specific objective or target audience in mind. Other times, we develop a compelling narrative first and then look for a brand partner that fits naturally.

For example, you mentioned, "Bada Sheher Choti Family" for Maruti WagonR,the theme of a growing family resonated perfectly with the car's spaciousness and practicality.  We crafted a story that showcased those features in a relatable and humorous way.

Ultimately, the key is to find the sweet spot where the brand's message enhances the story, and the story enhances the brand's message.  It's about creating a win-win for everyone – the brand, the audience, and Pocket Aces.  And it requires a deep understanding of both storytelling and brand strategy.  We're not just creating ads; we're creating engaging content that people genuinely want to watch.

The content industry is saturated with brands vying for attention. What are the biggest challenges in creating content that doesn’t just blend in but actually stands out?

You're absolutely right. The content landscape is incredibly crowded, and cutting through the noise is a huge challenge.  Just creating content isn't enough; you have to create compelling content that resonates, engages, and leaves a lasting impression.  At Pocket Aces, we see several key challenges in creating content that truly stands out:

• Authenticity: The digital world is awash with content, much of it highly polished and produced.  This creates a yearning for authenticity.  Our challenge is to maintain that genuine connection with our audience, the very thing that made us popular, even when collaborating with brands.
• Clutter:Imagine a crowded marketplace.  Everyone is shouting, trying to get your attention. That's the current landscape.  Our challenge isn't just creating more content but creating content that cuts through the noise.  This requires a deep understanding of what resonates with our audience, strong storytelling, compelling visuals, and innovative formats. 
• Impact: Views and likes are great, but they're just the surface.  Our real challenge is measuring the impact of our content.  Are we just entertaining, or are we influencing?  Are we sparking conversations? We need to move beyond vanity metrics and delve into data that shows true impact – shares, comments, sentiment analysis, and even real-world actions inspired by our content.

With traditional OTT platforms now experimenting with ad-supported models, do you see digital content platforms like Pocket Aces competing directly with mainstream streaming giants in the future?

 While it might seem like a David vs. Goliath scenario, I believe there's room for both mainstream streaming giants and digital content platforms like Pocket Aces to thrive, albeit in different ways.

We've built a loyal community around our content. Our viewers don't just watch our videos; they engage with them, share them, and become part of the Pocket Aces family. This sense of community is a powerful differentiator, and it's something that mainstream platforms are still trying to replicate.

While we might not be directly competing with streaming giants for the same audience, we are definitely playing in the same arena. We're both vying for viewers' attention and ad dollars. But by focusing on our strengths – authenticity, niche appeal, community building, and nimble content creation – I believe Pocket Aces can continue to thrive and carve out its own unique space in the digital content ecosystem.

Gen Z and Gen Alpha have drastically different content consumption habits compared to previous generations. How are these changing behaviors influencing the type of content you create and the way brands approach digital advertising?

Gen Z and Gen Alpha have revolutionized content consumption, demanding a new playbook for creators and brands.  Digital natives, discerning, and with short attention spans, crave short-form video, compelling narratives, and authentic content reflecting their values. Traditional advertising? They've tuned it out.

At Pocket Aces, we're all about innovation in the short-form video space, constantly experimenting.  Storytelling is key.  Gen Z and Alpha want relatable narratives, understandable characters, and genuine values. We craft stories to resonate with them.  Crucially, authenticity is paramount.  They detect fakeness instantly.  Our content, especially branded content, must be real. We partner with authentic creators, avoiding anything overly promotional.

Brands must adapt.  They need to become storytellers, seamlessly integrating their message into engaging content.  Authentic influencer marketing works because these generations trust creators they admire.  At Pocket Aces, we guide brands through this new landscape.  We create branded content perfectly aligned with these evolving habits, emphasizing authentic storytelling, short-form, and genuine engagement, ensuring brand messages connect, not get skipped. We understand these audiences because we are them.

Regional content is booming, with non-metro audiences engaging more with vernacular and hyper-local narratives. Is this a focus area for Pocket Aces, and how do you plan to tap into this market?

Absolutely, the rise of regional content is a significant trend, and it's a focus area for Pocket Aces.  We recognize the incredible potential of connecting with non-metro audiences through vernacular and hyper-local narratives.  These audiences are hungry for stories that reflect their lives, their cultures, and their languages, and we believe we're well-positioned to deliver.

We're investing in understanding the nuances of different regional markets. We're not just translating our existing content; we're creating original content tailored to the specific tastes and preferences of these audiences. We’re also exploring different content formats and distribution strategies to reach these audiences effectively. This might involve creating content in local languages, partnering with regional influencers, or leveraging platforms that are popular in specific regions.

We see the regional content boom as a huge opportunity for Pocket Aces.  We have creative expertise, the data-driven approach, and the understanding of young audiences to create content that truly connects with these viewers. We're excited to be part of this growth story and to help brands tap into the immense potential of these markets.