Grey 82.5 wins creative mandate for Imperial Blue

Following a multi-agency pitch, Grey 82.5 has been appointed the creative agency for Imperial Blue. The move comes as Tilaknagar Industries seeks to unlock the potential of Imperial Blue post its acquisition from Pernod Ricard India and ushers in a new phase that builds on its strong legacy.

Imperial Blue is widely recognised for its enduring “Men Will Be Men” campaign, which has carved a distinctive place for the brand in popular culture and forged lasting connections across generations. Grey 82.5 will collaborate closely with the Imperial Blue leadership team, led by Ahmed Rahimtoola and Ishwindar Singh, to strengthen the brand’s cultural relevance, deepen consumer relationships, and accelerate growth through insight-driven strategy, creative excellence and innovative 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.”

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.”

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.”