Reviews Get An Unruly Twist

“Forget Rachel, Ross, Joey or Monica. Everyone on Indian F.R.I.E.N.D.S is a Phoebe.” - Sorabh Pant on Tarak Mehta

William Lawson’s is a rebel scotch brand from the house of Bacardi. The brand’s messaging is ‘No Rules’ & its tonality is unconventional, authentic & unapologetically honest. We wanted to humanise these brand attributes.

And so began our  association with Sorabh Pant, a nonconformist comedian and YouTuber, to co-build Sorabh Reviews Anything #NoRules. 

Sorabh Reviews Anything #NoRules, was a fourteen part series which presented topics and subjects which were crowdsourced and given back to the audiences in a record-breaking turnaround time of less than 48 hours, thereby securing the audience’s engagement. Sorabh sourced topics from the audiences via Instagram polls – ensuring relevance and stickiness – and then in his classic style, delivered the most honest, unapologetic, nonconformist #NoRules take on the subject by spotting the illogical and the nonsensical. The show also seamlessly integrated the brand’s visual and philosophical identity into the content.

The content discussed on-going topical conversations that were peppered with William Lawson’s #NoRules take. This format helped us  seed our brand’s philosophy in the daily lives of  audiences, leading to  1000+ comments with our #NoRules mentions.