Imperial Blue packaged drinking water, from Tilaknagar Industries, has revived its popular ‘Because, Men Will Be Men’ platform, which pokes fun at the everyday, relatable quirks of men. The return marks a new phase for the brand under Tilaknagar. Rather than reinventing a platform with strong cultural recall, the campaign retains its wit and relatability while updating it for a younger generation.
The latest film brings back one of the franchise’s most recognisable assets, the lift. Set inside it, the story captures the timeless male urge to impress through chivalry, with a humorous twist. The brand continues to celebrate what it calls “Mennisms”: well-intentioned but imperfect men placed in slice-of-life situations. This time, women are active participants who are “in” on the joke. Directed by Roopali Singhal, the film offers a warmer, more endearing take that keeps the franchise’s irreverence while reflecting how relationships and audience expectations have evolved. It stars Aaron Kaul, Kaveri Seth and Anant Joshi.
Ahmed Rahimtoola, CMO of Tilaknagar Industries, called it the company’s first Imperial Blue packaged drinking water campaign and a critical step in unlocking the brand’s equity and accelerating growth. Ishwindar Singh, senior vice president of marketing, said the challenge has always been finding new ways to celebrate male habits in an evolving cultural context, adding that the Mennisms and the lift are back.
Singhal said the team wanted a younger, contemporary perspective without losing the humour at the heart of it. The campaign was created with agency partner 82.5 Grey and produced by DejaVu Films.
