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Earlier report,
Imperial Blue water triples its state footprint and relaunches 27-year-old 'Because, Men Will Be Men' lift film
Our read
Imperial Blue water will keep expanding by trading on 27-year-old brand recall, and the main risk to the plan is a surrogate-advertising challenge rather than competition in the bottled-water market.
For operators
Expect Imperial Blue Packaged Drinking Water to reach shelves in three times as many states, with more territories planned, so distributors and retailers in those markets should weigh the nostalgia-led 'Because, Men Will Be Men' relaunch against the shelf space they give it.
Watch
Tilaknagar naming additional states or distributors for the water
The report
Imperial Blue Packaged Drinking Water, now under Tilaknagar Industries, has grown to three times its earlier number of states and relaunched its 27-year-old 'Because, Men Will Be Men' lift film. It plans further territory expansion and says the extension is not surrogate advertising.
- India bottled water market, 2025$3.73 billion
- India bottled water market, 2026 (projected)$4.25 billion
- India bottled water market, 2032 (projected)$9.23 billion
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What we verified
Checked against the other reports of this story.
- Not a single-source story: Storyboard18 reports the same development independently.
Why it matters for the brand
Tilaknagar Industries is using a 27-year-old film to push its liquor brand name into a bottled water market projected to grow from $3.73 billion in 2025 to $4.25 billion in 2026, but the surrogate-advertising question is a regulatory risk and no water revenue is disclosed.
What to track next
- Any complaint, notice or ruling from ASCI, CCPA or the information and broadcasting ministry on the film
- Tilaknagar quarterly results breaking out water volumes or revenue
- Another alcohol-brand owner launching a water or soda extension with legacy creative
- Retailer or distributor feedback on repeat purchase in the new states
Updates
Each later report on this story, newest first. Earlier entries are never edited; a correction is a new entry.
Imperial Blue revives 'Because, Men Will Be Men' campaign, with a humour-led lift-setting film aimed at younger audiences
Reported figures
From the report. Source details below
| Brand states footprint versus earlier: | three times |
|---|---|
| India bottled water market 2025: | $3.73 billion |
| India bottled water market 2026 (projected): | $4.25 billion |
| Bottled water market CAGR to 2032: | 13.82% |