The conversation explores why Dishoom has rejected “the economics” of uniform branding in favour of less conventional activities such as working with Punchdrunk to create an immersive theatre experience, releasing a record and embracing the concept of "deepen, don't dilute".

Shamil and Rory's session was a live recording of ALF Insight's On Brand podcast and closed last week’s MAD//Anywhere event, which brought together more than 3,000 global marketing professionals. You can listen to the podcast version of the session here.