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Qyuki partners with Emotionalfulls to launch web series ‘Woh Din’

MUMBAI: Qyuki, a cross-platform media network founded by AR Rahman, Samir Bangara and Shekhar Kapur, has partnered short film platform Emotionalfulls for a five-part web series titled ‘Woh Din’.

The 20-minute episodic series will revisit the magical ’90s. The show is being sponsored by Parle G.

‘Woh Din’ is the story of a nine-year-old boy named Babu and his best friend Shreedhar growing up in a small town of India. The series sketches the joys of childhood with an endearing storyline and, in the process, integrates Parle G into it. Parle G even goes on to become a third character in the show.

Juhi MehtaQyuki head of brand solutions Juhi Mehta shared, “The growing appetite for web series makes the foray into the digital space as a natural progression for any brand. However, Parle G deviates from the pop culture identity so heavily present in the digital forum. Qyuki Digital Media helped provide the much-required away-from-the-norm experience. ‘Woh Din’ serves as the perfect brand solution simply because it is a story about growing up in the ’90s, the decade so widely popularised by the brand over the years. The sheer magic of family and familiarity, the cultural shocks with new beginnings, almost everything that a kid in the ’90s has experienced, has been dished out in an all-new manner. You can call it Qyuki’s latest attempt at redefining pop culture!”

Mayank ShahParle products head, biscuits category Mayank Shah said, “With young consumers consuming media across multiple screens beyond TV, our goal was to produce engaging content that captures emotional moments and how the brand was part our growing up years. With growing appetite for web series among youngsters, it is a natural progression for any brand. Qyuki’s ‘Woh Din’ serves as the perfect brand solution simply because it is a story about growing up in the ’90s, an era so widely captured by the brand and its ethos. We’ve all had our share of Parle G and with time, it has acquired a taste of nostalgia within us.”