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Gen Z Indian men seeking nuanced portrayal in ads
Mint Mumbai
|July 17, 2025
In fact, 41% of millennials (28-43 years) surveyed feel negatively shown in ads, while 31% of Gen Z feel the same
Indian men, particularly Gen Z, are challenging the way advertising depicts masculinity. A new Kantar study highlights how urban Indian men feel that ads still rely on outdated views, portraying them as stoic, confident providers, rather than as emotionally complex individuals navigating modern life.
Kantar conducted this study, surveying 880 men aged 18-45 across Mumbai, Delhi, Bengaluru, Kolkata, Chennai, Ahmedabad, Hyderabad, and Pune. The study aimed to understand the roles men play in both private and professional spheres and how advertisers depict these roles. Additionally, Kantar analyzed 457 Indian TV ads to identify traditional male and female roles.
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