Imperial Blue Packaged Drinking Water, from Tilaknagar Industries, has revived its popular advertising platform, ‘Because, Men Will Be Men’, bringing its signature humour and observations about everyday male behaviour to a new generation.

The latest campaign revisits the brand’s iconic lift setting, using familiar situations and playful storytelling to highlight the quirky, well-intentioned and sometimes imperfect habits of men. The campaign builds on the franchise’s cultural recognition while adapting its humour to changing relationships and contemporary audience expectations.

Bringing back the brand’s signature humour

The new film centres on the everyday behaviours the brand calls “Mennisms”. Through exaggerated situations and relatable interactions, it celebrates the small quirks that make ordinary moments memorable.

Directed by Roopali Singhal, the campaign gives the established advertising platform a fresh perspective. Women are portrayed as active participants in the humour rather than simply observers, reflecting changing social dynamics while retaining the franchise’s distinctive wit.

The film features Aaron Kaul, known for Namacool and Almost Together; Kaveri Seth, whose credits include Gulmohar and A Suitable Boy; and Anant Joshi, recognised for 12th Fail.

A new chapter for Imperial Blue

Ahmed Rahimtoola, chief marketing officer at Tilaknagar Industries, said the campaign marks the company's first Imperial Blue Packaged Drinking Water campaign under the Tilaknagar banner. He highlighted the importance of building on the brand's established equity while reaching younger audiences and supporting its future growth.

Ishwindar Singh, senior vice president of marketing at Tilaknagar Industries, explained that the challenge was to find new ways to present familiar male behaviours within an evolving cultural context. He also acknowledged the collaborative effort behind the campaign, involving the brand team, creative agency 82.5 Grey, director Roopali Singhal and production house DejaVu Films.

Singhal said the creative process focused on introducing a younger, more contemporary perspective without losing the humour that made the original platform memorable.

The creative team behind the campaign

The campaign was developed by Tilaknagar Industries in collaboration with 82.5 Grey, with Kiran Ramamurthy, Anuraag Khandelwal, Rohitash Srivastava, Varun Kohli, Trishay Kotwal, Vihar Patkar and other agency team members contributing to the project.

With the return of the familiar lift setting and its signature observational humour, Imperial Blue aims to preserve the appeal of ‘Because, Men Will Be Men’ while making it relevant to today's audiences. The campaign reinforces the idea that humour can evolve alongside relationships and social expectations without losing its original character.