Grey 82.5 has secured the creative mandate for Imperial Blue following a multi-agency pitch process. The partnership marks a significant milestone for the whisky brand as it begins a new chapter under the ownership of Tilaknagar Industries, which recently acquired Imperial Blue from Pernod Ricard India.
As part of the mandate, Grey 82.5 will collaborate closely with the Imperial Blue leadership team, including Ahmed Rahimtoola and Ishwindar Singh, to shape the brand’s communication strategy and creative direction.
Speaking on the development, Ahmed Rahimtoola, Chief Marketing Officer at Tilaknagar Industries, said that Imperial Blue enjoys a deep-rooted connection with consumers and remains one of the country’s most recognized spirits brands. He added that the agency’s strategic expertise and understanding of changing consumer preferences will help strengthen the brand’s legacy while attracting younger audiences.
Ishwindar Singh, Senior Vice President – Marketing, highlighted the enduring cultural relevance of Imperial Blue’s iconic “Men Will Be Men” platform. He noted that the brand aims to continue building on this legacy through a dynamic marketing approach featuring fresh creative ideas, impactful storytelling and contemporary perspectives that resonate with today’s consumers.
Commenting on the win, Kiran Ramamurthy, CEO of Grey 82.5, said Imperial Blue is among the most sought-after brands in the industry and carries significant brand equity. He expressed enthusiasm about partnering with the team to create memorable campaigns that deliver business impact while setting new creative benchmarks.
The appointment signals Imperial Blue’s intent to evolve its communication strategy while retaining the distinctive brand personality that has made it a longstanding presence in Indian popular culture.