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, following its acquisition from Pernod Ricard India, in December 2025, and ushers in a new phase that builds on its 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. 

The agency will collaborate closely with the Imperial Blue leadership team, led by Ahmed Rahimtoola, chief marketing officer, Tilaknagar Industries, and Ishwindar Singh, senior vice president - marketing, Tilaknagar Industries, to strengthen the brand’s cultural relevance, deepen consumer relationships, and accelerate growth through insight-driven strategy, creative excellence and innovative storytelling.

The partnership marks an important inflexion point as Imperial Blue embarks on its next phase of growth under Tilaknagar Industries.

The account was won following a multi-agency pitch. 
 
Rahimtoola 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.”
 
Singh 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.”