Imperial Blue Packaged Drinking Water has brought back its ‘Because, Men Will Be Men’ advertising platform with a new film directed by Roopali Singhal and created with 82.5 Grey and DejaVu Films.
The campaign returns to the platform’s lift setting, using the familiar scenario to explore male behavior and chivalry in a contemporary context. The release said the work is intended to evolve the platform for a younger generation while retaining its humor and relatability.
The film centers on what the brand calls “Mennisms,” portraying men as quirky, well-intentioned yet imperfect, with exaggerated humor set in relatable situations. Women are also active participants in the situations presented in the film.
“We are delighted to present our first Imperial Blue Packaged Drinking Water campaign under the Tilaknagar banner,” said Ahmed Rahimtoola, CMO, Tilaknagar Industries Limited.
“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.”
“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,” said Ishwindar Singh, Senior Vice President – Marketing, Tilaknagar Industries Limited.
“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.”
“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,” said Roopali Singh, Director of the film.
“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.”
“Men Will Be Men has always found humour in the little things men do. But as relationships change, those little things change too. That’s what keeps the platform fresh. This time, the women aren’t just watching the Men-isms, they’re part of them. Because Men Will Be Men shouldn’t mean men never change. It means there will always be something wonderfully ‘men’ about them, which we all can appreciate.”
