Indian advertising's masculinity maze: 94% of ads miss evolving male identity

Time of India

17-07-2025

A new report, "The Indian
Masculinity
Maze," from Kantar, in collaboration with the
Advertising
Standards Council of India (ASCI) and UN Women Unstereotype Alliance, suggests a growing disconnect between how urban Indian men perceive themselves and how they're shown in advertising. The report urges brands to re-evaluate their portrayals of men, highlighting that more authentic representation can lead to improved business outcomes.
The study combined a survey of 880 urban Indian men aged 18 to 45 across eight cities with an analysis of over 450 TV advertisements. It found that while male identities are evolving, advertising often lags.
The evolving Indian man
Today's Indian men are navigating complex shifts. They're dealing with emotional pressures, taking on more diverse roles at home, and rethinking their own self-perceptions. However, advertising often sticks to a more traditional, stoic image.
For example, 71 per cent of men in the survey agreed that "real men don't cry," yet many also feel this expectation is outdated and emotionally limiting. Younger men, particularly Gen Z, are more open to expressing emotions and embracing change. Still, 41 per cent of Millennials and 31 per cent of
Gen Z men
feel negatively represented in advertising, a contrast to older generations. Men frequently report suppressing emotions like fear, loneliness, and vulnerability—feelings rarely seen in mainstream advertisements.
Where advertising misses the mark
The analysis of advertisements revealed a continued reliance on outdated masculine stereotypes. Only six per cent of male characters explicitly showed respect or emotional care towards women, and 94 per cent of ads did not challenge traditional male roles. Men's voices were used for 43 per cent of voiceovers, compared to 31 per cent for women, suggesting male authority even in narratives involving both genders. Furthermore, household and caregiving roles were present in only one per cent of ads featuring men, despite Indian men reportedly being more open to sharing domestic responsibilities. This gap between reality and advertising portrayals could be a missed opportunity for brands.
The business impact of authentic portrayals
The report also indicates that moving beyond stereotypes isn't just about social progress; it can be good for business. It shows that advertisements depicting men as empathetic and emotionally nuanced can lead to a significant lift in long-term brand equity and increased short-term sales likelihood. Brands that include diverse perspectives in their ad testing, particularly in personal care and household categories, often see better performance across all genders.
Gen Z: A missed opportunity
Gen Z men, despite their openness to more varied expressions of masculinity, often feel misunderstood or caricatured in advertising. Over 60 per cent of them believe that confidence, control, and appearance are overly emphasised in ads. While 48 per cent feel that grooming is shown with excessive pressure, 32 per cent believe that men's parenting roles are underrepresented. This generation is navigating a blend of tradition and change and current advertising may not be effectively connecting with their experiences.
A path forward for brands
The report offers six suggestions for brands to better connect with
modern masculinity
:
Portray real lives:
Show men dealing with everyday challenges like health, work stress and caregiving.
Represent shared roles:
Normalise men in caregiving and emotional labor roles, not as exceptions.
Focus on the emotional journey:
Depict men as individuals who are still figuring things out, rather than always confident and composed.
Test inclusively:
Include male perspectives in ad testing, especially for products where masculinity and consumption intersect.
Model contemporary masculinity:
Blend resilience with vulnerability and leadership with empathy, allowing men to be soft, reflective, or even indecisive.
Colour the whitespace:
Address unmet needs in areas like health, identity, and emotional well-being, which represent both creative and category opportunities.
The report also suggests that by understanding the evolving realities of Indian men, brands can create more relevant and effective advertising that resonates with a broader audience and potentially drives stronger commercial results.