“Masculinity” seems to be facing a branding challenge as its often linked with being fundamentally toxic.
A report, released by the Advertising Standards Council of India (ASCI)’s Academy in collaboration with knowledge partner, Religious Brands, has advocated breaking out of “binary stereotypes” and moving towards more diverse and multifaceted depiction of men in ads.
The report titled “Manifest: Masculinities Beyond the Mask”, released in association with the Unstereotype Alliance (convened by UN women), noted that there is a “crisis” of traditional masculinity, where men feel increasingly alienated and insecure amidst societal changes and the rise of gender equality.
While the report suggests a step away from reinforcing these binaries between the “alpha male” and the “metrosexual”, some experts contend that the ads are only reflecting the societal reality which would be difficult to override.
“Brands do need to ensure their ads do not reinforce negative stereotypes. However, they also have to focus on making relatable ads that are often reflections of the society,” said angel investor and business strategist Lloyd Mathias.
The report simultaneously delves into the complex reality that ads reflect, especially when they are promoting specific branding strategies. For instance, when it comes to ads about “male-dominated categories” such as cars, bikes and beverages, the patriarchal narrative of “alpha male” or “hero” remains largely intact. But in certain categories like e-commerce, tech, and menswear, there is a more evolved depiction of the man—softer, more caring, and less driven by ego, someone who has your back.
At the same time, some progressive advertising that purportedly aims to show men in new roles also ends up depicting a “bumbling incompetent man child” who needs correction and end up just reinforcing gender stereotypes, the report pointed out.
It recommended that brands and ad agencies should dismantle binary stereotypes and focus on redefining masculinity in ways that are inclusive, aspirational, and reflective of today’s diverse realities.
“The overarching goal is to nudge the media to move beyond the limited idea of “Mard” to the fullness of “Aadmi,” celebrating diverse forms of masculinity,” it added.
