by Suman Gupta
New Delhi, July, 2024: Seagram’s Imperial Blue Packaged Drinking Water has once again succeeded in putting a smile on people’s face with the latest addition to its iconic “Because, Men Will Be Men” campaign. Known for its humorous depiction of men quirks, the campaign seamlessly blends relatable settings with spontaneous men behaviour, celebrating the lighter side of life.
Playing on the nation’s cricket fever, Imperial Blue demonstrated its keen insight into the Indian audience by masterfully amalgamating the essence of ‘menisms’ with humor, against the backdrop of cricket — a game the nation obsesses over. The campaign illustrated how even the most unexpected situations can be transformed with humour, inspiring great admiration and encouraging people to share their interpretations of the film across social media. The brand’s unique humour-led take on a typical cricket stadium situation aligns perfectly with the brand’s purpose of ‘Embracing life with a smile. The phenomenal response received by the campaign reaffirms that the brand message hits a sweet spot with its audience far and wide.
To further enhance brand affinity, Imperial Blue leveraged AI to create personalized versions of the ads, leading to widespread conversations and engagement. This customization enriched viewer interaction and highlighted the brand’s commitment to forging meaningful connections.
Imperial Blue’s “Because, Men Will Be Men” campaigns enjoy an enviable legacy of delivering timeless films. And the brand hit it out of the park yet again with its latest blockbuster launched during this cricket season. By cleverly blending the essence of ‘menisms’ with humor and tying it to the nation’s cricket craze, the campaign managed to strike a deep chord with the audience. This is also a perfect example of what happens when the magic of creativity gets elevated by the power of technology. Leveraging AI to customize the ad with familiar names has further deepened connection with the audience, boosting brand affinity by making the content even more relatable. Once again, Imperial Blue has succeeded in making its consumers’ lives a bit more enjoyable, one campaign at a time.
The brand’s recently concluded campaign took social media by storm, captivated audiences and sparked a wave of memes and conversations across various platforms, particularly on Instagram. Working on such an iconic initiative that has made consumers smile for decades and creating something fresh was both a challenging and rewarding experience. The integration of AI not only elevated the campaign’s impact but also remained true to the distinctive style of Imperial Blue communications.
Campaign Link–https://www.youtube.com/watch?v=cZhZt0ouKE4
About Seagram’s Imperial Blue: Seagram’s Imperial Blue is one of the leading brands of Pernod Ricard India. With the brand philosophy of celebrating the lighter side of life, Imperial Blue is positioned around ‘menisms’ – men’s idiosyncrasies expressed through humour. The brand, with its tagline Because, Men Will Be Men’, is widely known for its iconic and timeless communication. It is for the young, confident optimists who believe in living in the moment by embracing life with a smile.
