MRSI continued with its webinar series, with its eighth instalment titled 'Beyond the gender tug-of-war: When balance beats battle' hosted on 22 January.

The panel comprised Ekta Relan, chief strategy officer, Saatchi & Saatchi; Amitabh Pande, executive vice president - strategy, consumer planning and digital transformation, Diageo India; and Macneil Chowdhury, director, qualitative and India insights division head, Kantar's The Alternate Room. 

The session was moderated by Mukul Gautam, an independent consultant.

The conversation explored the evolution of gender narratives in society, the fluidity of masculinity, and the role of brands in shaping inclusive perspectives. It delved into balancing the female narrative, addressing the tensions and counter-narratives at play, and reflecting on how masculinity has transitioned over the years. The panel examined how brands and society can collaboratively redefine gender perceptions to foster progress and equity.

Traditional masculinity and its impact on society

Chowdhury opened by exploring masculinity's evolving narrative, noting the decline of traditional rites of passage as symbolic milestones for men.

This perceived loss, Chowdhury argued, poses profound challenges. He shared, "When brands bring progressive narratives forward, there’s often a sense of something being taken away. The question then becomes, what happens to identity in this evolving context? These responses, whether they surface on social media or in broader cultural phenomena, reflect deeper identity struggles.”

Chowdhury highlighted the shift from objectification to introspection, calling it a cultural inversion where traditional roles are redefined. He linked identity conflicts to social media movements and subcultures like the manosphere, which amplify these tensions.

Turning to advertising, Chowdhury emphasised the responsibility of brands to engage thoughtfully with these shifts. “Masculinity is increasingly viewed through a lens of vulnerability rather than strength. This transformation requires careful navigation. It’s not just about what a brand says; it’s about addressing societal questions. When male stability is perceived as weakness, it raises psychological struggles that need to be unpacked,” Chowdhury voiced. 

Illustrating his point, he cited examples of viral social media campaigns and the rise of online communities addressing male identity. He described these as “responses to a deeper, unresolved conflict,” adding that this turbulence is reflective of a society caught between progress and tradition.

This evolving narrative leaves men at a crossroads. "Caught between confrontation and conflict, they are grappling with uncertainty. The debate we face today is whether to build a sense of balance or lean into chaos for the sake of disruption. The real challenge lies in addressing vulnerabilities without reducing them to surface-level engagements," Chowdhury noted.

Chowdhury stated the call to action for both society and brands should be to dig deeper, embrace unapologetic stances, and create narratives that resonate authentically with these shifting dynamics.

Rethinking masculinity: The shifting codes in media and advertising

In her discourse, Relan said, "From the man in crisis to the man in the mirror—what does he see? This new narrative, rooted in vulnerability, questions what it means to ‘be a man’ and how men respond to the upheaval in their traditional roles.” 

“For decades, Indian screens were dominated by an archetype of masculinity: the stoic hero who didn’t cry, the father who avoided diaper duty, the professional who never faltered. But today, the story is different. Men tear up at their daughter’s graduation, share failed cooking experiments on social media and talk about therapy openly. The old playbook of masculinity has been torn apart, replaced by a 'new male matrix',” She continued. 

Relan shared that this disruption isn’t just a small change but a revolution. And like any revolution, it comes with challenges. 

She stated that the journey of redefining masculinity lacks the orderly progression seen in the women’s empowerment movement. Instead, it’s a chaotic struggle, riddled with questions about societal acceptance and the effectiveness of new narratives.

Amid the upheaval, Relan identifies three responses to this identity vacuum:

1. The Alpha male renaissance: This is the backlash, a resurgence of traditional masculinity in exaggerated forms. It’s the Arnab Goswami yelling on news platforms, Kabir Singh’s aggressive dominance, and the gym culture celebrating beastly strength. It manifests in hyper-masculine displays, success theatre, and assertive vocabulary like 'level up' and 'on the grind'. Influencers such as Flying Beast and BeerBiceps epitomise this archetype with their focus on status-building advice and power displays. Brands, too, are embracing this code. From luxury real estate advertisements flaunting success with taglines like 'your address announces you” to mass brands promoting power and boldness, the messaging is unapologetically assertive.
2. The soft male revolution: At the other end of the spectrum lies a reimagining of masculinity, blending traditionally feminine traits like empathy and emotional sensitivity. This revolution challenges the norms of how men should look and behave. The aesthetic revolution is visible in gender-fluid fashion, beauty tutorials by male influencers, and body-positive conversations. Brands like Zara and Maybelline are leading this charge. Zara’s ungendered collection and Maybelline’s campaigns promoting makeup for men reflect this shift. Even traditionally masculine products, like razors, are now marketed with inclusivity in mind. This movement also celebrates nurturing behaviours. Involved fatherhood, pet parenting, and mental health advocacy are becoming part of the narrative. Campaigns like Gillette’s portrayal of emotional strength in soldiers and Dove’s focus on caregiving pride exemplify this shift. 

    

3. The positive male evolution: This response focuses on mindful masculinity—rooted in beliefs rather than insecurities. It celebrates purpose-driven narratives, ethical leadership, and social responsibility. Men in this category fight for causes, champion women’s rights, and advocate for mental health. Influencers embodying these traits include quiet mentors and leaders who prioritise values over the rat race. Brands have followed suit, with campaigns highlighting collaboration, ethical leadership, and social impact. For instance, Gillette supports barber shops run by girls, and other brands promote environmental and societal causes.

Relan stated that as these three paths unfold simultaneously, they reveal the complexity of the changing male identity. 

“Each path comes with its own set of codes, challenges, and opportunities for brands and media to navigate. Ultimately, the question remains: as the contours of masculinity soften and evolve, will these narratives align with the audience's expectations, or will they push brands to revert to old, familiar tropes? As the story of the new Indian man continues to unfold, the role of media and advertising in shaping this journey will remain pivotal,” Relan expressed. 

Branding and gender equality: A practical approach

Pande continued the discourse emphasising the timeliness of the conversation. He remarked, “We’ve just witnessed the US elections, and we’re seeing one of the most significant symbols of what we’re discussing here leading the most powerful nation in the world. That in itself carries immense implications. Just two days after taking office, one of the first decisions Donald Trump made was to eliminate the recognition of a third gender! It speaks volumes about the world we’re navigating today.”

As Pande’s presentation progressed, he said, “When it comes to brands it’s all about the choices we make, reflecting and responding to what we see in culture. At the end of the day, it boils down to anchoring your actions in what’s happening around you. It’s about starting with the ‘why,’ as Simon Sinek’s model suggests. This ‘why’ revolves around the belief system and company culture.”

Pande highlighted the foundational importance of belief systems. He shared, “If your organisation doesn’t fundamentally believe in the mission of balanced gender conversations, inclusion, and equality, then no matter what you do with your brand, it won’t resonate. The first question to ask is: does your company culture truly embrace this mission? I feel fortunate to be part of an organisation where this positive tailwind exists, making it easier to act on these values.”

Moving on, Pande outlined how brands can determine their role in the conversation. He stated that every brand must stand for one thing, not everything.

Pande noted that depending on the brand's positioning, values, and purpose, they can adopt one of these three roles: 

1. The role of a shaper: Brands in this category seek to influence and shape culture. Pande cited the example of Royal Challengers Bangalore (RCB) from the Diageo portfolio. “The Women’s Premier League launched last year, and RCB was at the forefront. But it wasn’t just about women’s liberation; the messaging was balanced, portraying both the men’s and women’s teams working together. It shaped a cultural narrative around women’s cricket that felt natural and inclusive," he shared.

2. The role of an accelerator: Accelerators, on the other hand, may not seek to reshape culture but work to amplify ongoing trends. “Johnny Walker’s partnership with Priyanka Chopra is a great example,” he said. “She embodies a balanced representation of femininity, and through her, we’re normalising the idea of women being just as much a part of the ‘Keep Walking’ ethos. It’s about accelerating the cultural acceptance of women in spaces like alcohol traditionally dominated by men.”

3. The role of an activator: Finally, activators align their brands with existing cultural trends. “Take Diageo's Black & White as an example. It’s not a brand trying to preach or revolutionise. Instead, it reflects balanced and gender-neutral conversations, such as a woman discussing her choice of having a child or not, in a way that feels relatable and inclusive.”

“After defining the ‘why’ and the brand’s role, the final step is translating thought into action. This requires a robust execution framework. It’s not just about advertising but about every touchpoint where the brand interacts with consumers. How are you representing diverse genders? How does your brand show up in people’s lives? Execution is where strategy becomes tangible, and it’s crucial to have a framework that ensures consistency and impact,” concluded Pande.