Imperial Blue Packaged Drinking Water from Tilaknagar Industries Limited has brought back its ‘Because, Men Will Be Men’ advertising platform with a new campaign that revisits the franchise’s familiar humour while giving it a contemporary setting.
The campaign returns to the iconic lift setting associated with the platform, using it to explore the familiar male instinct to impress through chivalry. The new film retains the franchise’s focus on everyday male behaviours, referred to by the brand as “Mennisms”, while placing them in situations designed to connect with a younger audience.
The campaign continues Imperial Blue’s use of observational humour and exaggerated portrayals of quirky, well-intentioned but imperfect male behaviour. Women are also positioned as active participants in the situations rather than simply observers of the joke.
Directed by Roopali Singhal, the film brings a female perspective to the long-running advertising franchise. The storytelling uses slice-of-life situations and relationships to retain the irreverence associated with ‘Because, Men Will Be Men’ while reflecting changing audience expectations.
Ahmed Rahimtoola, CMO, Tilaknagar Industries Limited, said, “We are delighted to present our first Imperial Blue Packaged Drinking Water campaign under the Tilaknagar banner. Our Newly appointed brand creative partners have elevated the well-loved Imperial Blue wit in a contemporary manner while driving reach to a new generation of consumers. For us at TI, this is a critical step in unlocking the potential of Imperial Blue Packaged Drinking Water’s established brand equity and accelerating its growth story”
Speaking on behalf of the Imperial Blue team, Ishwindar Singh, Senior Vice President - Marketing, Tilaknagar Industries Limited, said, “The Challenge for us has always been to find new creative ways to celebrate the quirky yet relatable male habits in the ever-evolving cultural context, reinforcing humour & relatability as distinctive territories for the brand. Meninism are back, the lift is back and everyone is on the joke. Ahmed, Garima, Aditya & I have had a blast working with the team at 82.5 Grey, Roopali and Deja vu films on the latest version of Because, Men will be Men.”
Roopali Singh, Director of the film, said, “Because, Men Will Be Men is iconic and I was overjoyed to be a part of bringing it back in its new flavour with 82.5 & Dejavu Films. Anuraag, Trishay and the team had a solid script and a clear sense of where they wanted this to go. Through multiple conversations around casting, performances and iterations of the script, we kept coming back to one thing - while we wanted to give the campaign a younger, more contemporary perspective, the humour had to remain at the heart of it. We hope the audience sees men for their quirks, their humour, their madness, making some moments simply unforgettable.”
The film features Aaron Kaul, known for Namacool and Almost Together; Kaveri Seth, known for Gulmohar, A Suitable Boy and Made in India – A Titan Story; and Anant Joshi, recognised for 12th Fail, Maamla Legal Hai, Yeh Kaali Kaali Ankhein and Kathal.
The campaign was developed by teams from Tilaknagar Industries and agency partner 82.5 Grey, with the film directed by Roopali Singhal and produced by DejaVu. The Tilaknagar Industries team included Ahmed Rahimtoola, Ishwindar Singh, Garima Sharma, Zoya Dcosta and Aditya Nair. The 82.5 Grey team was led by Kiran Ramamurthy, Anuraag Khandelwal, Rohitash Srivastava, Varun Kohli, Trishay Kotwal, Vihar Patkar, Anuj Sharma and Anshita Singh.
