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The Lift Comes Back, And This Time The Women Are In On It

Ad Tribe! Bureau2 min read
A woman and a man exchanging a look inside a lift, from the returning Imperial Blue Packaged Drinking Water film

Imperial Blue Packaged Drinking Water has revived Men Will Be Men, returning to the lift that became the franchise's most recognisable setting.

  • Brand: Imperial Blue Packaged Drinking Water, from Tilaknagar Industries Limited
  • Agency: 82.5 Grey
  • Director: Roopali Singhal. Production: DejaVu Films
  • Cast: Aaron Kaul, Kaveri Seth and Anant Joshi
  • Setting: the lift, carried over from earlier films in the franchise

What Changes When Men Will Be Men Comes Back

The platform has always worked by catching men in a small, well-intentioned absurdity, usually an attempt to impress. The structural problem with reviving it is that the original films treated women as the audience for the joke rather than participants in it, and that arrangement has aged faster than the humour has.

The brand's answer is to move the women inside the joke. Tilaknagar describes the women in the new film as active participants who are in on it, which changes who is laughing without changing what is funny.

Why The Lift Is The Asset

Returning to a setting rather than a tagline is the more disciplined choice. A lift is a confined space with strangers in it, forced proximity, and a fixed end point, which is close to a perfect comic container and costs nothing to re-establish. Viewers who know the franchise recognise it in a second, and viewers who do not lose nothing.

What The Brand And The Director Said

Ahmed Rahimtoola, Chief Marketing Officer at Tilaknagar Industries, described this as the first campaign for the brand under the Tilaknagar banner, and said the creative partners had elevated the brand's wit for a new generation of consumers.

Ishwindar Singh, Senior Vice President for Marketing, said the challenge has always been finding new ways to celebrate quirky but relatable male habits as the cultural context shifts.

Roopali Singhal, who directed the film, said the script arrived solid and the conversations kept returning to one point: a younger, more contemporary perspective was wanted, but the humour had to stay at the heart of it. More campaigns.

#Brand Film#Imperial Blue#Tilaknagar Industries#82.5 Grey#Advertising Franchise
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