Cook-off, Cocktails & Conversations with Dewar’s

"It was great creating gourmet versions of some popular dishes, paired with scotch whisky cocktails, alongside my celebrity friends. This was the first time I was playing a chef and a host, making it double the fun." - Chef Kelvin Cheung

Dewar’s wanted to create playful content targeted at quality experience seeking millennials, which conveyed their product proposition of double aged for extra smoothness through the messaging of ‘Double is better’.

All this, while leveraging their core passion point of food.

We partnered up with Gobble, one of India’s top food & lifestyle channels, to create two seasons of five episodic non-fiction cook-off web series ‘You Got Chef’d’.

The show not only weaved in ‘Double is better’ messaging thematically in the format through Food+Cocktail segments, it also weaved in relevant consumption occasions like sports night, brunch & pool party into each episode.

Season 1 featured celebrity chef Kelvin Cheung as the host & popular celebrities like Rannvijay Singha, Mithila Palkar & Sumeet Vyas as guests along with Dewar’s brand ambassador Ernest Reid.
Season 2 featured celebrity chef Ranveer Brar as the host & popular celebrities like Nakuul Mehta, Barkha Singh & Shweta Tripathi as guests along with Dewar’s India brand ambassador Greg Benson.

Season 1 not only contributed to the whopping 61% increase in the product sales, it also won prestigious awards like ‘Talent Track Award’ & ‘Indian Digital Media Awards’ in the category of best branded content for a non-fiction web-series.