Recent findings highlight a significant disconnect between the evolving roles of Indian men at home and their portrayal in advertising. According to ‘The Indian Masculinity Maze,’ a Kantar report, although there is a growing acceptance among Indian men for shared domestic responsibilities, advertisements still predominantly associate domesticity with women. This trend not only misaligns with current social dynamics but also deepens the representation gap in media.
This report evaluates how urban Indian men are perceived in advertisements, revealing that only 1% of ads featuring men depict them in household or caregiving roles. Furthermore, a mere 6% of male characters are shown as respectful or emotionally caring toward women, while a staggering 94% of advertisements fail to challenge traditional male stereotypes. Additionally, 43% of voiceovers are male, compared to 31% female, reinforcing male authority even in mixed-gender settings.
By employing a robust methodology that included a nationwide survey of 880 urban men aged 18–45 across eight cities, alongside an analysis of over 450 TV advertisements from more than 150 channels in twelve languages, the report sheds light on both the changing notions of masculinity and the opportunities for brands in one of the world’s most dynamic markets.
Prasanna Kumar, Executive Vice President of Insights Division at Kantar and co-author of the report, emphasized the importance of understanding contemporary masculinity. “This report isn’t about rewriting masculinity overnight. It’s about recognizing where men are today, often caught between tradition and transition, and helping brands engage with that complexity in a way that’s both commercially smart and culturally sensitive,” he said.
Key Insights from the Report
- Shifting Masculinity: The identities of Indian men are evolving. Younger generations, particularly Gen Z, exhibit more emotional expressiveness and openness to change, yet advertising continues to promote the traditional stoic provider stereotype.
- Emotional Suppression: Approximately 71% of men believe that “real men don’t cry,” but many also recognize this expectation as outdated.
- Underrepresentation: 41% of Millennials and 31% of Gen Z men report feeling negatively represented in advertising, compared to only 15-17% of older generations.
- Emotional Wellness: Many men regularly suppress feelings such as fear, loneliness, and vulnerability—emotions rarely acknowledged in mainstream advertisements.
Advertising’s Shortcomings
The analysis found a predominant reliance on outdated masculine tropes:
- Only 6% of male characters express respect or emotional support toward women.
- A remarkable 94% of advertisements do not challenge conventional male roles.
- Household and caregiving duties are depicted in merely 1% of ads featuring men.
The Financial Imperative for Authentic Representation
The report indicates that moving away from traditional male stereotypes can enhance brand performance. Kantar’s LINK database reveals that advertisements presenting men as empathetic and emotionally nuanced can yield a +63 point increase in long-term brand equity and a +44 point rise in short-term sales likelihood. Brands that incorporate inclusive samples in ad testing, especially in personal care and household sectors, tend to perform better across genders.
The Generation Z Perspective
Gen Z men, while welcoming a more fluid definition of masculinity, often feel underrepresented or misrepresented in ads:
- Over 60% believe that confidence and appearance receive excessive emphasis in advertising.
- 48% feel pressure related to grooming, while 32% identify a lack of representation in parenting roles.
This demographic traverses a complex landscape of tradition and transformation, and current advertising narratives fall short in addressing these nuances.
According to Manisha Kapoor, CEO and Secretary General of ASCI, the organization is dedicated to fostering more progressive representations in advertising. “The Kantar report will help the industry move beyond superficial portrayals to acknowledge the diverse realities of men today,” she remarked.
Strategic Recommendations for Brands
The report outlines strategic imperatives for brands to meaningfully engage with modern masculinity:
- Showcase Real Woes: Illustrate men coping with everyday challenges such as emotional health and caregiving.
- Highlight Shared Responsibilities: Normalize caregiving and emotional labor as integral to male portrayals.
- Focus on Emotional Journeys: Present men as evolving individuals grappling with uncertainty, rather than presenting them as fully formed characters.
- Inclusive Testing: Involve male perspectives in ad development, especially in categories intersecting with masculinity.
- Modern Masculinity Models: Combine attributes like resilience and vulnerability, and portray men as emotionally insightful.
- Address Unmet Needs: Explore health, identity, and emotional well-being—these areas present not just creative challenges but market opportunities.
Also, it’s vital for marketers and brands to understand shifting perspectives and aspirations regarding masculinity as a step toward challenging stereotypes and promoting inclusive narratives, noted Kanta Singh, Country Representative at UN Women India.
