STOK
INDUSTRY
Alco-Bev | Beer | Youth Lifestyle
STOK, the flagship beer brand of MEBL, is a homegrown player redefining the alcobev space with its chilled-out, Gen Z-first attitude and premium brews.
CHALLENGE
In a crowded alcobev market, we needed to carve out a distinctive identity for STOK one that spoke directly to young, Gen Z millennials, while leveraging pop-culture conversations to stand out.
SOLUTION
We created a content-first, culturally relevant communication strategy that placed STOK at the intersection of youth culture, industry innovation, and topical relevance.
APPROACH
We crafted a communication strategy that blended bold cultural relevance with consistent authority, making STOK synonymous with the Gen Z-first attitude and premium beer experiences:
Gave Stok a voice and differentiated positioning that spoke to the soul of Gen Z. The “Live The Chill” campaign wasn’t just a tagline, it became a lifestyle statement that resonated across media outlets like ET BrandEquity, FE Brandwagon, BW Marketing, Manifest and Social Samosa, engaging a youthful audience in meaningful conversations.
Tapped into key cultural moments. By aligning Stok with globally recognized days in the alco-bev calendar (like National Beer Day and International IPA Day), we ensured it was part of celebratory conversations, landing the brand in lifestyle features, expert-led listicles, and product showcases.
Highlighted innovation and product mix. Through strategic storytelling around business milestones and product evolution, we positioned STOK as the leader in India’s premium beer sector standing out for its taste, quality, and brand ethos.
Built credibility through leadership visibility. Tushar Bhandari and Vedant Kedia weren’t just seen as entrepreneurs; through expert commentary and thought leadership, they became go-to voices on trends, industry shifts, and the future of premium beers in India.
IMPACT
The campaign successfully elevated STOK as one of the most buzzworthy Indian beer brands, fostering consumer interest, media traction, and stakeholder confidence.
5Cr+
PR Valuation Achieved
1M+
Estimated Views
12 M+
Estimated Total Reach
250+
Media Coverages including Print & Digital Features
