Whisky brand Chivas Regal, with agency Machine, recently launched 'Business Unusual', a digitally-led campaign designed to offer support to small business owners and entrepreneurs to help them survive beyond the COVID-19 lockdown.

The first episode of the 'Business Unusual' Instagram Live TV series flighted at 16:30 on Wednesday, 22 April and saw over 1 000 viewers tuning in for the interview with chef and YouTube personality Luyanda Mafanya.

"Since COVID-19 hit, the rules of engagement have changed and we're all being forced to adapt, recreate and rebuild," says Machine executive creative director PJ Eales. "This can be a good thing and Chivas Regal is proof of this. We're proud to be an integral part of Chivas Regal's interview series."

During the 'Business Unusual' series, which runs over eight weeks from Wednesday, 22 April to Wednesday, 10 June, various industry thought leaders will share their origin stories, business adventures and insights into how to survive as a business.

Hosting the series is entrepreneur and media personality Andile Khumalo, who is joined by a new guest on the show every week.

In addition, Chivas Regal has indicated that it is supporting small businesses and budding entrepreneurs by giving away R35 000 in funding every week on 'Business Unusual'.

The aim is to help them with a 'much-needed cash injection'. All that businesses need to do is tune in to the live show on Instagram Live TV on Wednesday afternoons at 16:30 until Wednesday, 10 June to see how they can get involved.

Senior brand manager Blue Masoka says, "Chivas Regal has invested heavily in small businesses over the past six years, predominantly through our global Chivas Venture initiative."

"We understand what small business owners and entrepreneurs are going through right now. There are countless businesses struggling to keep afloat with business owners and entrepreneurs concerned about how they are going to bounce back from this," adds Masoka.

"The idea behind 'Business Unusual' is to inspire them to keep going with stories from industry leaders who have been through this and brought their business back from the brink of failure. These stories are being told from the homes of these industry leaders in true lockdown fashion," says Masoka.

According to Masoka, a survey conducted by Statistics South Africa has revealed that 42.2% of the countries' businesses reported that they've run out of financial resources to see them through the extended lockdown period. A further four out of 10 small businesses are facing the reality that they may not be able to reopen their doors post-lockdown, according to the same study. 

"We understand that businesses and entrepreneurs require a unique mix of financial advice and support to succeed and help grow our country's economy over these unusual times we find ourselves in," concludes Masoka.

For more information, visit www.chivas.com. You can also follow Chivas Regal on Facebook, Twitter or on Instagram.