This document discusses an advertising campaign for Imperial Blue whiskey in India called "Men Will Be Men" that has been running successfully for 18 years. Due to bans on alcohol advertising, the campaign uses surrogate and situational executions to promote the brand. It targets males aged 25-40 and uses fun, relatable elements to make it memorable. The campaign's TV ads, print ads, and Facebook page with 95k likes show it has been a success in attracting attention for over 16 years.