Mumbai: STOK, the Indore-based beer brand and flagship product of Mount Everest Breweries Ltd. (MEBL), has launched its latest brand film, reinforcing its philosophy of “Live The Chill.” The film positions chilling as an intentional act of joy, connection, and shared energy — not just a moment of idleness.
The film has been rolled out across STOK India’s social media platforms and takes a cultural approach rather than a conventional product-led narrative. With a message that encourages viewers to slow down in a fast-paced world, the film aims to strengthen STOK’s identity as a lifestyle-driven brand.
The digital launch is part of a larger integrated campaign centered around relaxation, community, and meaningful pauses. Extending the concept offline, the brand hosted “Chill Maadi, Bengaluru” on November 26, 2025 — an exclusive evening that brought together creators and voices from nightlife, lifestyle, and culture to experience the film’s philosophy in a real-world setting.
“In a world that never stops moving, we wanted to create a reminder that it is okay to pause, take a breath, and simply be,” said Vedant Kedia, Whole-Time Director at Mount Everest Breweries Ltd. “Our new brand film reflects our identity, ‘Live The Chill.’ We believe that some of the best moments are found when we step away from the everyday rush and reconnect with the people around us.”
As MEBL strengthens its footprint in the Karnataka market, the campaign’s dual approach — pairing storytelling with experiential engagement — is designed to build affinity and grow brand recall among young consumers seeking meaningful leisure moments.
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