On this page
Imperial Blue revives 'Because, Men Will Be Men' platform in its first campaign under Tilaknagar Industries
Imperial Blue packaged drinking water's new film, created by 82.5 Grey, uses a lift and the idea of chivalry as its central premise. It features a younger cast of Aaron Kaul, Kaveri Seth and Anant Joshi, and is directed by Roopali Singhal.
Get the 07:30 IST India retail brief
One email each morning: the day’s top moves in Indian retail, why each matters and what to watch. Free. Stop any time.
The numbers
Figures from ET BrandEquity,
- The film has been directed by Roopali Singhal and produced by DejaVu Films
Why it matters for the brand
Tilaknagar Industries' first Imperial Blue campaign since taking over the brand signals active brand investment and a push to hold share in the mass-premium segment, though a single film is too small to move estimates on its own.
What to track next
- Further films or extensions from 82.5 Grey under the same platform
- Tilaknagar management commentary on Imperial Blue volumes and ad spend in upcoming quarterly results
- ASCI rulings or public complaints about the campaign
- Competing whisky brand launches that echo the theme or counter-program it
- Social media sentiment and view counts on the new film
The source
Published
First seen