Measuring impact through reach, engagement and sentiment to become the true "Serial Chiller."
Vedant Kedia, Whole Time Director of Mount Everest Breweries Ltd., is redefining how alcobev brands connect with today's generation through culture-first, experience-led strategies. With STOK's panda mascot at the heart of its "Live the Chill" philosophy, he has steered the brand beyond traditional advertising into a space where comedy, sundowners, house parties and talent hunts become authentic extensions of lifestyle.
In this exclusive interview, Vedant Kedia shares how STOK is building a community-driven experiential ecosystem, from creating Laughter Brewery to reimagining leisure as a cultural choice for Gen Z and young millennials.
Here are edited excerpts:
How does STOK's panda mascot and "leisure-first" positioning influence your approach to experiential marketing campaigns?
The Stok Panda is more than just a mascot; it's the embodiment of our "Live the Chill" philosophy. Much like a panda, whose natural state is playful, unbothered and at ease, our brand celebrates leisure as an intentional lifestyle choice. This thinking directly influences how we design experiential marketing campaigns.
Every activation, whether it's our Chillarambh parties, sundowners or Stok-powered comedy nights, is built to show that chill has no single definition. For some, it's music and laughter; for others, it's a cozy hangout corner or a lo-fi vibe. Our Panda creates a unifying symbol that makes these moments instantly relatable, while the experiences themselves are fluid, adaptive and designed to let people discover their own way of chilling.
How do you conceptualise and plan experiential campaigns in a market where traditional alcohol advertising is restricted?
For us, restrictions have been an invitation to think more creatively. Stok doesn't position itself as "just another beer," but as a companion in the culture of chill. We're not here to glorify intoxication, but to celebrate individuality and the different ways people choose to unwind, whether that's music, comedy, travel or simply time with friends.
Our experiential strategies include Laughter Brewery, a stage that celebrates indie comedians and Chillarambh, a platform where members of our chill community can unwind. Our every activation puts the consumer at the center as the hero of the moment. The beer and our Panda simply play the role of a buddy who's always around to amplify that vibe. This way, even within a highly regulated space, we stay true to our philosophy: enabling people to "Live the Chill" in their own authentic way.
What factors do you consider when designing live events, game nights or talent hunts to ensure meaningful engagement with Gen-Z consumers?
When we plan live events, game nights or talent hunts, we start with one clear idea: Gen Z cares about being unique while also feeling part of a community. They see their choices, hobbies and social moments as extensions of their identity. Importantly, they aren't drinking to get drunk; they're drinking while creating memories, exploring passions or simply unwinding with their circle.
That's why our events aren't just about the beer. Instead, we craft experiences that resonate with Gen Z's lifestyle, whether it's laughter-filled comedy nights, sundowners with the right vibe or talent hunts that give young voices a stage. In every format, the experience comes first, while Stok simply plays the role of a trusted chill partner. It's this idea of being present but not overpowering the experiences that creates a balanced environment for our campaigns to feel authentic, inclusive and built for meaningful engagement.
What inspired the idea of hosting Laughter Brewery and how has it impacted the brand's visibility and connection with younger audiences?
Laughter Brewery was born from a simple observation that for today's generation, comedy is one of the purest forms of chill. Whether it's stand-up clips on YouTube, memes on the internet or live shows with friends, humor has become a cultural glue for Gen Z and young millennials. While older audiences gravitated toward high-energy music nights, this generation is looking for experiences that feel authentic, inclusive and memorable.
By giving comedy its own stage through Laughter Brewery, we positioned Stok not just as a beer brand, but as a curator of culture. The platform celebrates emerging talent, builds community and creates spaces where laughter and chill flow together. Its impact has been twofold: it has amplified Stok's visibility in a cluttered alcobev market and more importantly, it has deepened our emotional connection with younger audiences by showing that we don't just sponsor experiences, we create them.
How do you measure the success of your experiential marketing efforts through attendance, social engagement, brand sentiment, or other metrics?
For us, success isn't just about counting heads or chasing vanity metrics; it's about how deeply we've enabled the culture of chill. As an "enabler brand," we don't measure ourselves against traditional ROI checklists alone. Instead, we focus on three core outcomes: reach and sampling, which reflects how many new consumers we've introduced to Stok in authentic, experience-led ways; engagement and advocacy, which comes through social conversations, user-generated content and community interactions that show people don't just attend but actively participate and share; and brand sentiment, which tells us whether our events leave audiences associating Stok with moments of fun, ease and individuality.
In the end, if people leave our events feeling like they've found their own way to chill with Stok by their side, that's when we know we've succeeded -- or as we like to say, that's when we've gone full "Serial Chiller."
How do you decide which cities or locations to target for your experiential campaigns? Do you adapt experiences based on regional preferences?
We don't adapt the experiences as per the region; however, we don't shy away from spicing it with the local social norms/flavour.
How does STOK differentiate its experiential marketing from other alcobev brands, especially in the absence of traditional advertising?
Most alcobev brands default to high-energy music festivals, large-scale parties, sports partnerships or influencer-led spectacles. At Stok, we've chosen a different path. Our experiential marketing effort is about creating an ecosystem where people can genuinely "Live the Chill" and relax.
That means crafting accessible, relatable, and fresh experiences that mirror how today's generation actually unwinds.
Through house parties, Laughter Brewery comedy nights, Chillarambh celebrations and sundowners. Stok shifts from being just another event sponsor to becoming a true chill partner. In the absence of traditional advertising, this approach not only builds visibility but also creates emotional stickiness that allows them to see Stok as an experiential brand, which becomes a part of their lifestyle.
How do you integrate digital touchpoints (social media, content sharing, post-event engagement) into your experiential campaigns?
For us, digital isn't separate from on-ground. The way we see it, if someone can sit at a sundowner with friends, laugh at Laughter Brewery or unwind with a Stok at home, they should be able to experience that same energy on their phone.
That's why every experiential campaign has a digital twin. Live moments are amplified through reels, memes and UGC; post-event, we keep the conversation going with shout-outs, fan content and interactive touchpoints. Even our merchandise, like Never Have I Ever cards and poker decks, is designed to blur the line between offline and online, giving people props they'll naturally share on socials.
The goal is simple: whether you're at an event, on your couch or scrolling late at night, Stok creates an ecosystem where you can find your own way to "Live the Chill."
Can you share an example where an experiential campaign didn't go as planned, and what learnings STOK derived from it?
Like any brand that experiments boldly, we've had moments where things didn't go exactly as planned, sometimes due to external factors, sometimes because of executional gaps. However, at Stok, we see these not as setbacks, but as part of the process of building something new.
The key learning has been that experiential marketing, by nature, involves people and with people, flexibility is essential. No matter how meticulous the planning, real-time improvisation often makes the difference between a missed opportunity and a memorable moment. That's why our teams are trained to pivot quickly, reframe the experience and keep the consumer's interest at the center.
Looking ahead, how does STOK envision evolving its experiential marketing strategies to stay relevant to Gen-Z and maintain brand distinctiveness?
At Stok, we believe the future of experiential marketing lies in understanding that "chilling" is no longer passive downtime for today's generation. It is a planned and intentional choice of activity, often as important as work or social commitments. And we are 100% sure that when a brand offers experiences, Gen Z can genuinely resonate with it. And it not only successfully earns their attention but also trust and cultural relevance.
That's why our strategy is to keep evolving with them. Our IPs like Laughter Brewery and Chillarambh will continue to adapt to new cultural cues, while we expand into formats that go beyond events and merch-driven communities to digital-first collaborations. The beer is never the hero; the consumer is. We remain the chill partner who amplifies their vibe, whether that's through comedy, music, sundowners or even card games with friends.