The Advertising Standards Council of India’s (ASCI) Global Adda featured a panel discussion titled, ‘Man 2.0 - Navigating the Traps’ around the evolving landscape of traditional masculinity, exploring shifting societal norms and growing gender equality that have left many men feeling disconnected and uncertain.

The panel, a part of the ICAS Global Dialogues Summit held in Mumbai on 20 March, sought to shed light on new avenues for gender representation, promoting a more nuanced and inclusive portrayal of masculinity. It featured Arvind Mohan, founder and managing partner, Religious Brands; Paromita Vohra, Indian filmmaker and writer; Anila Vinayak, CMI director, Unilever; and Guy Parker, chief executive, ASA, UK. They discussed the key anxieties faced by young men today that are often unaddressed by mainstream media. The session was moderated by Binaifer Dulani, creative and founding partner, Talented.

The discussion delved into the complexities of masculinity and its intersections with economic culture, caste, and social media. Speakers highlighted the ‘atomised’ nature of mainstream gender discussions and the homogenisation in advertising. 

According to Vohra, one of the limitations of discussions around gender in mainstream spaces that are deeply embedded in capitalism, is that they tend to be very atomised. “They don't look at life and identities as intersecting, overlapping and always in relationship to each other. So I think it's not as if men have become more toxic in isolation, the world is more toxic in certain ways.”

"I think men care very much about the opinions of other men, and that tells you something about the world of masculinity, that it exists in a slightly insular fashion," she pointed out.

“Advertising’s loss is that it has ceased to be a part of popular culture. We are now not inhabiting a world in which the catchphrases of advertising like ‘mera number kab aayega’, (for Pepsi) or other slogans are part of our everyday conversations, that become part of our lives,” noted Vohra. 

Explaining the reason behind it, she said, “That's because advertising itself, and communication, to an extent, operates through marketing categories which overly are interested in defining populations by an identity. So all women are 'like this', 'all men are like that'. And this kind of homogenisation is also part of what is making people feel so frantic and unsuccessful, because there's only one measure. So I think that's something we should keep in mind while discussing all of these questions of gender.”

Agreeing that the idea of the ‘monolith’ in advertising must stop, Dulani turned to Parker to find out whether similar patterns were observed in the advertising within the UK and other global markets. 

Parker emphasised that the issue cannot be looked at through the lens of gender alone, as it was connected to “a whole heap of other things that are going on in India and other countries around the world at the moment, with the moves towards more division between rich and poor, liberals and conservatives, young and old, suburban and urban, and lots of different intersections."

Elaborating on the global trend, he voiced concerns about the increasing trend of male violence against girls and women in the UK. “We've got this issue of toxic masculinity showing up everywhere.”

Parker cited a recent study conducted on 24,000 people across 30 countries by Ipsos, that looked at gender issues and different perspectives of people. The study showed that the younger generations, particularly Gen Z and millennials, are now more divided on gender roles and so on, than the older generations.

“60% of Gen Z men believe that men are expected to do too much to support gender equality, compared to 38% of Gen Z women, while 57% of Gen Z men say that it's gone so far that men are now being discriminated against. 36% of Gen Z Women agree with that too,” he shared.

On the positive side, two-thirds of everyone in all countries, across generations, support gender equality, he added, while noting that the divides within the younger generations between men and women are getting more marked.

Dulani added that when one looks at especially large FMCG brands and the money that they pump in versus what we consume, it feels like finally, we have reached a point where there is ‘gender divergence.' There are more and more women who believe in the liberal conversation around us and more and more men who are hiding behind this 'cloak of traditional values' when upholding them, she said, adding that, ‘this is the status quo’. 

The discussion also explored the appeal of toxic masculinity in films like ‘Animal’ and ‘Kabir Singh', suggesting a need for new narratives that address deep-seated emotions and offer antidotes to hyper-masculinity.

Dulani wondered why, despite all the negative depiction of the lead character in the movie, it resonated with both male and female viewers.
 
“Why are audiences drawn to it despite all the conversations happening around us?” she asked.

The speakers discussed what alternative narratives could be presented—not just as opposites, but as antidotes to movies like Animal and Chaava.

“To my mind, that points to the absence of emotion in our popular culture and the deep need people have for it. That’s why I think the counter to Animal is not some kind of feminist vigilante movie, but more love stories," observed Vohra.

The speakers argued that the ‘hero’ created as an antidote to the toxic male persona was such a ‘manicured man’ in recent years that it led to no feeling of intensity, or relatability among viewers. 

Dulani asked the panellists' views on straddling this gap between 'hyper-masculinity' and 'this manicured man that doesn't seem to be speaking to any of us'. 

According to Mohan, “It's a different form of language because you can't articulate, you can't win through argument, so movies like ‘Animal’ sort of show you that men are going through a very violent culture, and they don't have the language. At the same time, it is an intense emotion without the language to express it, which is why it’s so graphic.” 

The panel also touched on the role of advertising in shaping gender norms, the impact of economic and social changes on masculinity, and the need for inclusive frames in storytelling to address gender divergence and systemic inequities.

“The problem is we talk about all other masculinities, but there is no movement in the heterosexual man. It's almost like all other minority groups including the LGBTQAI plus - everybody has moved forward. But heterosexual masculinity has not found a way to move forward,” remarked Mohan.

He added, “But I'm not sure the male revolution will start in the FMCG category ads. It's going to start elsewhere. We work with a lot of categories like alcohol and motorcycles, which are core masculine products. And I think those core categories have the permission because they're much more legit - the masculinity they produce is more legit to move the narrative forward. I think that's really where I want to put the onus on.”

The panellists agreed that while the portrayal of women has spanned the entire spectrum - from the ‘all-sacrificial mother’ to the ‘superwoman’- and has now reached a point where she is accepted ‘in all her humanness,’ the same cannot be said for men.

Dulani noted, “When we look at men, it feels like we should apply the same empathy here. Male friendships are declining, and reports suggest that more men suffer from depression today. There’s a certain sense of not knowing one’s place in the world, yet these subjects are rarely represented in advertising.”

Having experimented with the portrayal of men in its advertising, Unilever’s Vinayak acknowledged the power of maintaining a ‘softer’ human archetype. She cited the example of brand campaigns like Raymond or similar brands, stating, “Because very often, even male-oriented products are bought by women, the advertising is targeted toward them, reinforcing the softer archetype.”

“It’s crucial to understand that the mandate requires this,” Vinayak said, adding that while FMCGs may not be where the change begins - it may start with other categories such as alcohol, cars, and a few others - the concept of gender equity has also resonated with several FMCG companies, which are leading the discourse forward. “They have been very forward-looking,” she acknowledged.

“For example, a washing machine or washing powder brand that, 10 years ago, encouraged Indian people in rural heartlands to support their wives working, now approaches it very differently. Today, depicting a man washing clothes, even in rural India, is completely acceptable,” she said.

“The one thing advertisers, advertising, and all creators must consider is the concept of RAP - ‘role, appearance, and personality’ - which holds at all times. What is the role being portrayed? Is the appearance and personality of the protagonist accurately represented? There is ample quantitative and qualitative evidence to support its efficacy,” Vinayak added.

Parker also shared his views on challenging outdated masculine stereotypes, both globally and particularly in the UK. 

“We see many peers in the UK and beyond challenging outdated masculine stereotypes, striving to create a new norm by normalising alternative male strengths,” he said.

Discussing the business case for such campaigns, he added, “I think some have executed it well, resulting in highly effective campaigns. The business case for inclusive advertising is strong. The data overwhelmingly supports this because such ads feel authentic, resonate with audiences, and align well with the brand - rather than coming across as forced or jarring.”

Regarding inauthentic portrayals, Parker remarked, “Certainly, in recent years, we have seen brands attempt this in ways that felt jarring to audiences, leading to significant backlash. How you approach progressive depictions of gender roles in advertising matters. It’s essential to do it in a way that feels credible and authentic to the audience - so much so that they don’t even consciously notice it because the ad’s main message remains the focus. That might be the best way to go about it.”

The panellists agreed that the opposite of ‘toxic masculinity’ is not a ‘manicured man,’ as this counter-narrative often feels shallow and disconnected. Instead, creating a ‘new male’ identity requires ensuring that he is equally complex, flawed, and human - not an overly sanitised version that ultimately feels empty.

On the strong pushback against DEI initiatives in corporate firms, Parker doubted that it stemmed from a weak business case. “I suspect it’s more about how boards perceive the current cultural climate and their concerns about potential backlash against their brands. That’s likely making it challenging at the moment. There’s a general sense that the tide has turned and that companies should remain quiet about these issues. This only deepens the impact of globalization and other factors shaping today’s environment.”

Vinayak elaborated, “Ultimately, it comes down to what consumers demand from advertising. Awareness leads to consciousness, and in our experience, advertising eventually follows. In truth, it benefits every marketer to create advertising that is gender-agnostic.”

Vohra stated, “Asking ‘What does it mean to be a man?’ is one question. 

But asking ‘What does it mean to be a person?’ is a much bigger and more inclusive question. That shift in perspective holds the potential for fresh, new thinking.”

The panellists saw these challenges as an opportunity to hold up a mirror to both the advertising and film industries - sparking thought-provoking conversations that could lead to real change.

An advertising self-regulatory body could also play a more active role in driving much-needed change within the ecosystem, Parker noted, citing the example of the UK.

The UK introduced a new rule in 2018-2019 prohibiting gender stereotypes in ads that could potentially be harmful.

“We have banned ads under this rule when they have gone too far in reinforcing messages such as ‘It’s only a woman’s job to do the washing’ or ‘Only men can handle DIY without making a mess.’ Whenever brands send the message that certain roles or characteristics belong exclusively to one gender while being denied to the other, we have stepped in. We took this path and also published a report examining the harms that gender stereotyping can cause - not just for girls and women, but also for boys and men,” he explained.

“Will this single-handedly change gender equality in India? Maybe not. But advertising is powerful,” Parker stated. 

"We know it can normalise behaviours and evolve social norms - and that power can be used for good or for harm. So it does matter,” he concluded.