GREY 82.5 WINS IMPERIAL BLUE CREATIVE MANDATE

Grey 82.5 has been appointed creative agency for Imperial Blue after a multi-agency pitch. Under Tilaknagar Industries, the brand aims to accelerate growth with insight-led strategy and storytelling. The partnership seeks to strengthen cultural relevance, youth recruitment and consumer engagement, building on Imperial Blue’s iconic “Men Will Be Men” campaign.

Grey 82.5 has been appointed as the creative agency for Imperial Blue following a competitive multi-agency pitch, marking a significant development in the brand’s journey under Tilaknagar Industries. The appointment comes as Tilaknagar seeks to accelerate the growth of Imperial Blue after acquiring it from Pernod Ricard India, signalling a new phase for the iconic brand.  

Imperial Blue, renowned for its long-running “Men Will Be Men” campaign, has built strong cultural recall and consumer connect over the years. Grey 82.5 will now collaborate closely with Imperial Blue’s leadership team, led by Ahmed Rahimtoola and Ishwindar Singh, to strengthen the brand’s cultural relevance and deepen consumer engagement. The agency’s remit will centre on insight-led strategy, creative storytelling and brand-building initiatives designed to drive growth and reinforce Imperial Blue’s position in the market.  

Commenting on the appointment, Ahmed Rahimtoola, CMO of 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.”  

Echoing this sentiment, Ishwindar Singh, senior VP marketing, highlighted the brand’s cultural voice: “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 of Grey 82.5, underscored the significance of the partnership: “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 collaboration marks an important inflection point as Imperial Blue embarks on its next phase of growth under Tilaknagar Industries. With Grey 82.5 at the creative helm, the brand is poised to build on its cultural resonance and consumer loyalty, while charting new directions in storytelling and engagement. The partnership reflects a shared ambition to elevate Imperial Blue’s stature in India’s competitive spirits market, blending legacy with innovation to ensure the brand remains distinctive and relevant in the years ahead.