Grey 82.5 has won the creative mandate for Imperial Blue following a multi-agency pitch. The appointment has come as Tilaknagar Industries seeks to strengthen the brand’s market position after acquiring Imperial Blue from Pernod Ricard India.
The agency has been tasked with supporting Imperial Blue’s next phase of growth while building on the brand’s existing legacy. Grey 82.5 has begun working closely with the Imperial Blue leadership team, led by Ahmed Rahimtoola and Ishwindar Singh, on brand strategy and creative communications.
Imperial Blue has remained widely known for its long-running “Men Will Be Men” campaign, which has established a strong presence in popular culture and consumer recall over the years.
Under the new partnership, Grey 82.5 has aimed to strengthen the brand’s cultural relevance, deepen consumer engagement and support business growth through strategic and creative initiatives.
The mandate has marked a new phase for Imperial Blue under Tilaknagar Industries as the company continues to expand the brand following its acquisition.
Ahmed Rahimtoola, CMO, Tilaknagar Industries, said, “Imperial Blue has always had a strong connection with consumers. As we enter this next phase, we are excited to partner with Grey 82.5 to cement the brand’s iconic stature while accelerating youth recruitment. Their strategic clarity and understanding of the evolving consumer landscape will help take Imperial Blue’s legacy forward.”
Ishwindar Singh, Sr VP Marketing, said, “Imperial Blue, through years of consistent marketing, has had a unique voice in culture. As Grey 82.5 takes forward the brand’s mandate, we look forward to curating a marketing mix that keeps ‘Men Will Be Men’ culturally resonant with fresh perspectives, bold ideas and high-impact storytelling that celebrates the lighter side of a man’s life.”
Kiran Ramamurthy, CEO, Grey 82.5, said, “Imperial Blue ranks very high on the list of brands that top agencies yearn to work on. It’s an absolute privilege to partner with a brand that has immense equity and a powerful cultural footprint. We look forward to creating work that drives impact and sets new benchmarks.”
