Superman out. Clark Kent in.

Brands Are Shedding Stereotypes About Men But Continue To Play It Safe

- CHRISTINA MONIZ

MALAYALAM FILM STAR MOHANLAL stunned viewers last week when he appeared in an advertisement for Vinsmera Jewels wearing women's jewellery and admiring himself unabashedly. The ad has been trending since release, drawing both praise — for showcasing the feminine side of an actor known for his mainstream blockbuster films — and stinging criticism from others for being downright cheesy.

The hullabaloo around the Vinsmera Jewels advertisement goes to demonstrate just how rare it is for larger-than-life male protagonists to show vulnerability or tenderness.

The point is simple: While Indian advertising has come a long way in its portrayal of women, how much has really changed when it comes to the depiction of men?

According to Kantar's latest The Indian Masculinity Maze report that decodes the positioning of urban men in advertising, nearly 94% of over 450 reviewed ads in the past year did not challenge traditional male roles. Despite Indian men becoming more open to shared responsibilities at home, brands continue to associate domesticity with women, with only 1% of household roles in advertising involving men.