National, January 24, 2023: Dice Media, the long-form premium content studio by Pocket Aces, ushers the new year with a promise to deliver back to back captivating shows and the first property of the year is, ‘Unbachelored’ co-powered by SUGAR Cosmetics and Sterling Reserve. ‘Unbachelored’ is a coming of age drama of a man-child who refuses to grow up, and doesn’t want his closest friend to grow up either. The series features popular Content Creator Viraj Ghelani in the lead with Ravjeet Singh, Diksha Juneja, Govind Menon and Gunit Cour playing significant roles. The first episode of the series was released on January 7, 2023, exclusively on Dice Media.
Spanning across 5 episodes, the series encapsulates the essence of two best friends Viraj and Arjun, who have been inseparable since childhood. It won’t be wrong to say they are like brothers from another mother who are happily living their friendship goals. When Viraj finds out about Arjun’s wedding plans, he ends up creating confusions and misunderstandings that eventually snowball and lead to Viraj confronting his own insecurities and reservations when it comes to personal growth and friendships.
In the series, the bride-to-be, Khushi (Diksha Juneja), is seen wearing SUGAR Cosmetics and encouraging her friend Zoya to try them out as well, describing how the products are versatile, long-lasting, and multi-purpose, which saves the hassle of reapplying. The young group of friends is also seen hanging out and having a great time with Sterling Reserve.
Commenting on the association, Mr. Kaushik Mukherjee, Co-founder & COO, SUGAR Cosmetics, “We’re beyond thrilled to announce our association with ‘Unbachelored’ by Dice Media. We’re confident that this show will be another trending success by the super-talented team. With this partnership, we expect to solidify SUGAR’s status as a cult favorite beauty brand, and open up new channels for customer acquisition, especially among Gen Z and millennial audiences in India. SUGAR resonates with bold, independent women, and we see a strong synergy with the show’s lead protagonist confidently promoting our brand and our recent campaign #ShukarHaiSUGARHai. SUGAR Cosmetics’ #ShukarHaiSUGARHai features Ranveer Singh & Tamannaah Bhatia, focusing on the brand’s long-lasting, smudge-proof makeup. The goal of this integration in the show is to put forward the brand’s larger communication and emphasize the major USPs of its products via strategic & smart plug-ins.”
Discussing Sterling Reserve’s association, Bikram Basu, Vice President – Marketing and Strategy at Allied Blenders and Distillers (ABD) India said, “Sterling Reserve is a fabulous offering for the youth and young at heart. The collaboration with Dice Media aims to reach the right consumers; essentially the TV cord cutters who engage with slice of life, short content digitally. Sterling Reserve makes the storytelling ‘Come Alive’.”
Commenting on the partnership, Vidyuth Bhandary, Studio Head, Dice Media said, “Unbachelored is a show about millennials who are at a crossroad when it comes to prioritizing their relationships. It realistically portrays how friendships evolve when people get married and how it impacts the group dynamics especially for childhood friends. For this show, we are extremely honored to have SUGAR Cosmetics and Sterling Reserve onboard, as they weave in perfectly with the show’s narrative. SUGAR Cosmetics Cosmetics is a preferred choice amongst today’s youth as it is long-lasting and naturally suits our Indian weather conditions and skin tone, while Sterling Reserve is one of the coolest brands in their category. We, along with our partners, are excited for the audience to witness this dramedy and relate to the quirky nuances of the characters.”
Unbachelored is not exactly the cliche love story you’re looking for, but a fun and twisted one that will leave you in splits. Every millennial will be able to relate to the delicate nuances of the drama that unfolds between the best friend and his fiancé.
Dice Media prides itself on its understanding of the audience’s insights and bringing to life shows that are unique in their storytelling, yet relatable. ‘Unbachelored’ comes from the channel that is home to much loved diverse shows such as ‘Little Things’, ‘Ghar Waapsi’, ‘What The Folks!’, ‘Adulting’, ‘Clutch’, ‘Operation MBSS’, ‘Bravehearts’, and ‘Crushed’, and is sure to be a worthy addition to the content catalog.
