iWorld
Filtercopy brings back Ishq at Campus with Silk
Cadbury Silk sweetens Filtercopy’s Valentine micro-drama with reunion romance and unsaid emotions.
MUMBAI: Love may be blind, but this Valentine’s it’s coming back with perfect 20/20 vision Filtercopy’s Ishq at Campus is back for Season 2, and it’s sweeter than ever thanks to a fresh Cadbury Silk partnership. After Season 1 left viewers swooning over college sweethearts Tanya and Maahi (and humming those unforgettable tunes), the youth entertainment channel is cranking up the nostalgia dial for a heartfelt reunion story. Reimagined specially for Valentine’s Day, the new micro-dramas dive into second chances, lingering feelings, and all those words that somehow never quite made it out, all set against the timeless chaos and chemistry of campus life.
The emotional engine? Maahi’s music, once again steering the narrative and tugging at heartstrings just like last time. Pocket Aces (Filtercopy’s parent), D2C head Vishwanath Shetty captured the vibe perfectly, “Romance has always been a space that Filtercopy has deeply understood… The response to Season 1 reaffirmed our belief in micro-dramas as a powerful storytelling format… This season, we continue in the same emotional space, with Maahi’s music once again driving the narrative.”
Sharing their perspective on the collaboration, WPP Media South Asia president for client solutions Shekhar Banerjee said, “By tapping into the micro-drama genre, which resonates deeply with youth, Cadbury Silk effectively amplifies its ‘Say It With Silk’ proposition, fostering authentic emotional connections. This alliance is about embedding the brand within cultural moments to build equity through authentic and impactful storytelling in the new age, in pace with the evolving landscape of brand communication.”
Short, snackable episodes packed with real-feel romance? It’s the kind of content that fits perfectly between lectures, late-night scrolls, and last-minute gift hunts. Whether you’re Team Tanya-Maahi die-hard or just someone who likes a good love story with a side of chocolate, Season 2 promises to deliver those warm, fuzzy, “maybe we should talk” moments that Valentine’s does best.
Grab some Silk, hit play, and let campus cupid do the rest. Because sometimes the sweetest things start with a second chance and a really good bar of chocolate.
Gaming
Sony raises PS5 prices for second time in under a year
US disc edition jumps $100 to $649.99 as memory costs surge.
MUMBAI: Sony just hit the pause button on affordable gaming because when memory prices skyrocket, even the Playstation has to pay the premium. Sony has announced its second price increase for the Playstation 5 range in less than a year, citing pressures in the global economic landscape and a sharp rise in memory component costs driven by AI demand.
In the US, the PS5 disc edition will rise from $549.99 to $649.99, a $100 hike while the digital edition increases to $599.99. The more powerful PS5 Pro will jump $150 to $899.99. The Playstation Portal remote player will also rise by $50 to $249.99. The new prices take effect on 2 April 2026.
Similar increases have been applied in the UK (£90 per model), Europe and Japan. Sony last raised PS5 prices in the US in August 2025.
“We know that price changes impact our community, and after careful evaluation, we found this was a necessary step to ensure we can continue delivering innovative, high-quality gaming experiences to players worldwide,” Sony said in a blog post.
The hikes come amid an unprecedented surge in memory prices, as manufacturers prioritise supply for AI data centres. Analysts say Sony had likely secured price protections for components that have now expired, forcing the company to protect its hardware margins.
Ampere Analysis research director of games Piers Harding-Rolls told CNBC that further increases from Microsoft and Nintendo would not be surprising, though Nintendo may hesitate to raise the price of its recently launched Switch 2 while establishing the new platform.
The increases arrive eight months before the highly anticipated release of GTA 6, which is expected to drive strong console sales. However, early reactions online have been a mix of disappointment and resignation, with growing concern that premium gaming is increasingly becoming a hobby for higher-income players.
In a sector already grappling with tariffs, inflation and component shortages, Sony’s move underscores a tough reality: even the most popular consoles are not immune to the rising cost of keeping up with the latest technology.
