Deep eutectic solvent (DES) has been identified as a highly efficient catalyst and reaction medium, for rapid oxidation of alcohols to aldehydes and ketones using N-bromosuccinimide as the oxidant. This mild procedure utilizes biodegradable and readily available choline chloride/urea-based DES for high-yield oxidation at room temperature or at 60 degrees C. Selective oxidation of secondary alcohols in the presence of primary alcohols can be achieved. Furthermore, the catalyst-free synthesis of 2-bromoacetophenone was achieved through DES-mediated tandem oxidation and bromination of alcohol.