Summary
- Campaign: “Men Will Be Men” (featuring Disha Patani).
- Brand: Seagram’s Imperial Blue.
- Focus: Portraying the classic, humorous “shortcomings” and predictable antics of men through a relatable social scenario.
- Core Message: Men, regardless of the setting, will always revert to their basic, comical instincts when trying to impress a woman.
- Target Audience: The campaign specifically targets working-class men aged 25–40, primarily in Tier II and III cities, portraying them in situations they encounter in their own lives.
The “Men Will Be Men” campaign by Seagram’s Imperial Blue is one of India’s most enduring advertising series, running for over 25 years. Created by Ogilvy & Mather, the ads use a “surrogate” marketing strategy—promoting music CDs or bottled water—to bypass India’s ban on direct alcohol advertising.
Ad Plot – The “Lift” Ad (featuring Disha Patani)
Long before her Bollywood breakthrough, Disha Patani starred in the 2014 “Lift” commercial, which is considered one of the series’ most iconic spots.
The commercial takes place in a typical office building elevator. Two middle-aged, formally dressed men are in an elevator with a beautiful young woman (Patani). Throughout the ride, the men maintain perfect posture and visibly suck in their stomachs to look fit and impressive. As soon as she exits the lift, both men instantly exhale in relief, letting their bellies hang out again, and share a knowing high-five. The iconic “Men Will Be Men” ghazal plays in the background, punctuating the moment
Reception & Recall
The ad became a viral hit, praised for maintaining the soul of the original campaign while adding a fresh, modern face. The series is defined by several recurring themes and stylistic choices that make it universally recognizable:
- The “Pyaar Ki Raah Mein” Ghazal: Every ad features a short, soulful ghazal written by Ajay Gahlaut and sung by Mangal Mishra. Despite public demand for a “full version,” the ghazal was only ever written as those two iconic lines.
- The ads focus on “man moments” small, awkward instances where men try to impress the opposite sex, show off, or cover up their mistakes.
