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Grey 82.5 has been appointed as the creative agency for Imperial Blue following a multi-agency pitch, marking a new chapter for the brand after its acquisition by Tilaknagar Industries from Pernod Ricard India.
The appointment comes as Tilaknagar Industries looks to unlock the full potential of Imperial Blue and build on the brand’s longstanding legacy in the Indian spirits market. Widely recognised for its iconic “Men Will Be Men” campaign, Imperial Blue has established a distinctive place in popular culture and maintained strong connections with consumers across generations.
Under the mandate, Grey 82.5 will work closely with the Imperial Blue leadership team, led by Ahmed Rahimtoola and Ishwindar Singh, to enhance the brand’s cultural relevance, deepen consumer engagement, and drive growth through insight-led strategy, creative excellence, and innovative storytelling.
Commenting on the partnership, Ahmed Rahimtoola, Chief Marketing Officer, 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, Senior Vice President – Marketing, Tilaknagar Industries, 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.”
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 signals Tilaknagar Industries’ intent to further strengthen one of India’s most recognisable spirits brands, while leveraging Grey 82.5’s strategic and creative capabilities to engage a new generation of consumers.
