As part of Dishoom’s TikTok relaunch, I developed and led a new video series titled Cook the Book, shaping it as a core pillar of the brand’s content strategy. The series tells the stories of Dishoom’s chefs and the dishes behind the menu, combining documentary-style storytelling with platform-native TikTok formats. Through a focus on character, craft, and cultural context, Cook the Book reached millions of viewers, significantly increasing engagement and successfully doubling Dishoom’s TikTok following.