Mumbai: Grey 82.5 has secured the creative mandate for Imperial Blue following a multi-agency pitch, marking a significant milestone in the brand’s evolution under Tilaknagar Industries after its acquisition from Pernod Ricard India.
The appointment signals the beginning of a new phase for Imperial Blue as Tilaknagar Industries seeks to unlock the brand’s future growth potential while building on its longstanding market presence and cultural resonance.
Widely recognised for its iconic “Men Will Be Men” campaign, Imperial Blue has established a distinctive identity in Indian popular culture and built enduring connections with consumers across generations. Under the new partnership, Grey 82.5 will work closely with the Imperial Blue leadership team led by Ahmed Rahimtoola and Ishwindar Singh to strengthen the brand’s cultural relevance, deepen consumer engagement and drive growth through insight-led strategy, creative innovation and storytelling.
Commenting on the appointment, 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.”
Sharing his perspective on the brand’s next phase, Ishwindar Singh, Sr VP Marketing, added, “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.”
For Grey 82.5, the partnership represents an opportunity to work on one of India’s most recognised beverage brands and contribute to shaping its next chapter.
Speaking on the win, 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.”
The partnership marks an important inflection point for Imperial Blue as it enters a new growth phase under Tilaknagar Industries, with a renewed focus on strengthening cultural relevance, attracting newer consumer cohorts and building long-term brand momentum
