Maska started as a small drama about an agency that doesn't exist.

The meetings that go nowhere. The feedback that lands at 11pm. The brief that changes after the shoot is already done. The one guy who always says "make it viral, na."

Everybody in our office knew that world. We've all lived inside it. So we just made it.

It was, honestly, the most fun this team has had in a long time and somewhere in the middle of making it, it stopped feeling like work. That's a strange feeling when you've spent years in this industry. We noticed it. We didn't question it too much. We just kept shooting.

Then we put it out and went back to actual work.

It Wasn't Supposed to Go Anywhere

There was no plan for a Season 2.

But Maska started travelling on its own. Industry people were sending it to each other — sharing it in office group chats, probably from inside the exact meeting we were making fun of. The jokes landed because they weren't jokes. They were Tuesdays.

We took that as a compliment and moved on.

Then Came Dlecta

That's when we got introduced to Dlecta Foods and the rest, as they say, is magic.

A big shoutout to Iresh Jain and Samvit Jain for being such incredible sports, believing in us, and backing this every step of the way. Grateful for your trust and partnership this one wouldn't exist without it.

The Conversation We're Used To

For fifteen years, the conversation in this industry has been the same one: tell us what you want, we'll make it.

We don't have a problem with that. It pays the bills. It built this company.

But this one time, we didn't ask anybody what they wanted. We made the thing we wanted to make.

And then a brand asked if they could come and sit inside it.

We're still figuring out exactly what that means. But it means something maybe that the best brand partnerships aren't about inserting a product into someone else's story, but finding a story good enough that a brand wants to actually live in it.

Maska Season 2 Is Coming

This time, with actual cheese.

Same agency that doesn't exist. Same meetings that go nowhere. Same feedback at 11pm. But now, someone's finally paying for the pizza.

Stay tuned.