Velvetcase and Little App pick an engaging route to connect with millennials through ‘Little Things’
To cater to millennial audiences, Little App and Velvetcase have partnered with Dice media’s new rom-com web series ‘Little Things’. . The series sheds light on the little moments in the life of an everyday couple through an unconventional yet wonderful relationship of the protagonists Dhruv and Kavya. Through an engaging narrative, the series is a journey of how Dhruv & Kavya together deal with their adversities, circumstances, and misunderstandings; how they enjoy their highs and tackle the lows.
The first episode aptly titled #FOMO was a resounding success garnering ~2 million views, over 19,000 shares, over 4,700 comments, and over 63,000 reactions in just 1 week. Given the very engaged 18-35 year old audience of Dice Media and FilterCopy, it made perfect sense for the brands Little App and VelvetCase to sponsor the series. Little App, a consumer lifestyle deals marketplace and VelvetCase.com, India’s largest online jewelry destination, have a huge appeal to youth who are looking for good online shopping deals, but who also don’t want to sacrifice on quality. The characters have been styled in a casual yet chic manner by Stylecracker.
Speaking about the brand partnerships, Aditi Shrivastava, co-founder, Pocket Aces said “We’re very excited to have both Little App and VelvetCase as our partners for Little Things. The youth of today actively uses deals and coupons to make their everyday lives exciting, so the personality of Little App goes perfectly with the slice-of-life nature of the series and reflects the behavior of our audience. VelvetCase has been a long term partner with us – the fact that their brand stands for the modern day woman who is selective with her purchases, experimental with her look, and is not afraid to speak her mind – makes Kavya’s character relatable to every girl.”
Sumit Agrawal, COO, Little shared “We found the storytelling route a good way to engage with our customers and are delighted to associate with Little Things to convey the little joys of everyday life. The association with Pocket Aces is our attempt at intuitive positioning of Little App in the everyday life of our target audience.” In the episodes, Kavya and Dhruv can be seen buying coupons for several restaurants, salons, etc. from Little App. The partnership also includes offline marketing at over 200 Café Coffee Days across Mumbai, Bangalore, and Hyderabad, where each table is plastered with a poster of Little Things. The series posters can also be seen in all charging kiosks at the Bangalore and Hyderabad airports.
Kapil Hetamsaria, CEO, Velvetcase.com added “With Little Things, we want to bring to our consumers fun light-hearted content in a long-form digital format. The series is about celebrating the small joys in life, and what better way to mark it than premium or precious jewelry, which has always been associated with bringing happiness.” Kavya can be seen wearing the variety of jewelry that VelvetCase has to offer – ranging from studs at home to shoulder danglers on a Sunday out, statement neck pieces at a party, to traditional Marathi wedding jewelry. VelvetCase will also be setting up a “Little Things Collection” on their website, where the audience can buy all of these, and more.
The 5-part series is directed by Ajay Bhuyan, written by Dhruv Sehgal, with music by Neel Adhikari. All the episodes can be watched at www.facebook.com/DiceMediaIndia and www.youtube.com/DiceMediaIndia.