Dice Media's family drama ‘What The Folks!' is back with its final season

Pocket Aces’ long-form premium storytelling channel Dice Media has released a new season of ‘What The Folks!’, which is a riveting take on modern-day relationships with in-laws.

The fourth and final season focuses on the Sharma family who are seen hustling between two major life decisions that Nikhil, Anita, and Akshata are about to take. This season aims to take fans on an emotional roller coaster, with the bitter-sweet feeling of bidding adieu.

Presented by toothsi and co-powered by Sugar Cosmetics, Season 4 will also see participation from complementing partners like Manyavar, Tru Hair and skinnsi.

In the latest season, the Sharma family is seen preparing for Akshata’s wedding along with Nikhil and Anita. Meanwhile, the couple is also gearing up to start a new chapter in their lives and embark on a journey to embrace parenthood.

With wedding bells in full swing, the invisible aligners by toothsi and makeup range by Sugar Cosmetics, support the storyline, offering that special care one needs during stressful wedding preparations.

These new-age brands have taken to content integrations to establish long-term recall value within relevant audiences. In the series, Manyavar has already created a synonymous presence for itself in the Indian wedding-wear segment, not just for the bride and groom but for every other family member too.

Shuchita Wadhwa, Head of Marketing, toothsi said, “The show is targeted at our country’s youth and effectively resonates with them, making it an amazing match for a youth-oriented brand like toothsi and skinnsi, leading clinical beauty platforms. A wedding signifies the start of a new chapter in life, one in which lifelong memories are formed, making it one of the most significant events in people’s lives. Through What The Folks! S4, we strive to be a part of these important occasions and help people feel more confident as is seen through the characters in the show. We’re pumped to see the outcome of this collaboration with Dice Media, confident of its massive audience reach and fan following.”

Kaushik Mukherjee, Co-founder and COO, Sugar Cosmetics, said, “We are super stoked to have partnered with Dice Media for ‘What the Folks! Season 4’. It is such an apt period for us to have come together, with this season’s focus on a wedding, just in time for the launch of our own Sugar Bride IP. Anita’s sister will be seen as a Sugar Bride, using the Bridal Box for her wedding look, while making her friends and Anita a part of the Bride Tribe. This seamless integration will help us build a strong connection with the show’s viewers and we are certain that it will take us a step further in instilling customer recall for Sugar Cosmetics as ‘the brand’ for every bride, for their bridal trousseaus and for their bridesmaids.”

Sheveeta Hedge, AVP Sales and Brand Solutions, Pocket Aces, said, “It has been a beautiful journey over the past four seasons of 'What the Folks!' and we are very proud to see how the show has struck the right chords with its fan base making the whole journey truly worthwhile for us and our partners. We are glad to have built synergies with exciting and new-age brand partners like toothsi and Sugar in the season finale of ‘WTF!’ and are certain that they will benefit hugely from this collaboration. With the show coming to an end, there is a feeling of void but I am confident that our Dice audience will have more stimulating content to look forward to this year.” 

The first episode of the season premiered on January 22, with new episodes dropping every week. All the previous three seasons and all-new episodes of Season 4 can be viewed on Dice Media’s YouTube channel.