Grey 82.5 has been appointed as the creative agency for Imperial Blue following a competitive multi-agency pitch, marking a significant step in the brand’s next phase of growth under Tilaknagar Industries.

The appointment comes after Tilaknagar Industries acquired Imperial Blue from Pernod Ricard India and looks to strengthen the whisky brand’s market presence while deepening its connection with consumers. As part of the mandate, Grey 82.5 will partner closely with Imperial Blue’s leadership team, including Ahmed Rahimtoola and Ishwindar Singh, to shape the brand’s future communication strategy.

Over the years, Imperial Blue has built strong consumer recall through its iconic “Men Will Be Men” campaign, which has become one of the most recognisable advertising properties in the country. The new partnership aims to build on that legacy while introducing fresh ideas that resonate with evolving consumer preferences, particularly younger audiences.

Grey 82.5 will be responsible for developing insight-driven campaigns, creative storytelling initiatives, and brand-building strategies designed to enhance cultural relevance and drive engagement across touchpoints.

Ahmed Rahimtoola, Chief Marketing Officer at Tilaknagar Industries, said the collaboration reflects the company’s ambition to accelerate growth while preserving the brand’s strong consumer connection. He added that Grey 82.5’s strategic approach and understanding of changing audience behaviour make it an ideal partner for the journey ahead.

Ishwindar Singh, Senior Vice President – Marketing, noted that Imperial Blue has long maintained a distinctive voice in popular culture and that the brand will continue to evolve through impactful storytelling and contemporary perspectives.

For Grey 82.5, the win adds one of India’s most recognised beverage brands to its growing client portfolio, further strengthening its position in the creative agency landscape.