~The twisted ‘hate-love story’ features beloved digital face Ankush Bahuguna and actress Bhagyashree Limaye. Watch episode 1: here~
National, February 28, 2023: FilterCopy, India’s leading short form channel, has rolled out a new romantic-comedy series Arranged Patch Up – a story of two exes who get pulled back into each other’s lives 5 years after they break up when their parents set them up for an arranged rishta.
Presented by SUGAR Cosmetics and powered by Natural Ice Creams, the series has 3 episodes and follows the lives of exes Aditya (Ankush Bahuguna) and Prajakta (Bhagyashree Limaye), who have zero interest in getting married, especially to each other. They do what is the perfect recipe for fun, love and chaos – pretend to be in love to keep their parents off their backs, spend a lot of time together, and are eventually left to answer a simple question – have they fallen in love with each other… all over again?
The series marks content creator Ankush Bahuguna’s series debut and the brand partners find a seamless fit in the storyline. SUGAR Cosmetics is Prajakta’s go-to for trendy and long-lasting make-up during the couple’s shenanigans, and the audience gets to learn an interesting use case of the beloved Naturals’ Malai Ice Cream through the family right before summer hits.
Commenting on the series and partnership, Shreya Agarwal, Head of FilterCopy, said “We reach out to over 50 million millennials and Gen Z every week which allows us to experiment with formats and content themes for our audience and brand partners. Arranged Patch Up is a result of this thesis – a fresh and unique story but one that still stems from tested audience insights on our channel. With their own quirks, notions of love and insecurities, Aditya and Prajakta will definitely remind the audience of someone in their lives, if not themselves. We’re glad to have both SUGAR Cosmetics and Natural Ice Creams trust in our content philosophy and are positive the seamless content integrations and marketing will deeply connect with the audiences, driving tangible metrics with this collaboration!”
Commenting on the association, Kaushik Mukherjee, Co-founder & COO, SUGAR Cosmetics, said, “We are elated to announce our association with FilterCopy, one of India’s leading short form channels for their upcoming show – Arranged Patch Up. FilterCopy has always offered quirky and witty content through their series. We believe in their unconventional yet relatable and rooted storytelling, and thus we are excited to be partnering with them for our first-ever association. The first of many more associations to come – Arranged Patch Up, effortlessly integrates SUGAR Cosmetics’ latest product innovations and brews interesting conversations around the brand’s larger theme for the season – #ShukarHaiSUGARHai. We are looking forward to this partnership of SUGAR Cosmetics X FilterCopy throughout the series via active & passive integrations focusing on our USP of long-lasting, smudge-proof makeup.”
Speaking on the partnership, Siddhant Kamath, Director – Natural Ice Creams said, “Content is a big part of people’s lives today, especially the Gen Z. Natural Ice Creams is loved and enjoyed by this young audience as well. So we were keen on exploring this partnership with FilterCopy. We also wanted to talk to our consumers about the original Malai flavor from Natural Ice Creams and the host of amazing dishes one can make by using Malai Ice Cream as an ingredient. Hence, the show ‘Arranged Patch Up’ seemed to be a really good platform to convey our message to our young consumers in an interesting way.
