The Advertising Standards Council of India’s Academy (ASCI), in collaboration with the Unstereotype Alliance (convened by UN Women) and knowledge partner Religious Brands, has unveiled “Manifest: Masculinities Beyond the Mask”, a groundbreaking report analyzing the shifting portrayal of masculinity in society and media. Launched at ASCI Academy’s Global Adda during the ICAS Global Dialogues Summit, the study urges advertisers and content creators to embrace more inclusive and multifaceted representations of men.
The report highlights a growing “crisis” in traditional masculinity, where men feel increasingly alienated and uncertain as societal expectations evolve alongside gender equality movements. It proposes alternative frameworks for a more balanced, progressive depiction of masculinity that aligns with modern realities.
Key Insights from the Report
- Men are caught between conflicting narratives—none of which fully offer both purpose and progress.
- Traditional expectations of success, breadwinning, and financial providership remain deeply ingrained, yet there is a need to normalize failure and redefine strength.
- Many Indian men aspire to upward mobility and require positive models for expressing resilience and ambition.
- Masculinity must be contextualized beyond rigid norms, allowing for a broader and more inclusive identity.
- The report encourages a shift from the restrictive concept of “Mard” to a more expansive, humanized “Admi,” celebrating diverse expressions of manhood.
Manisha Kapoor, Secretary General and CEO of ASCI emphasized the significance of this initiative:
“Building on ASCI’s long-standing commitment to fostering progressive representations within advertising, this report delves into the fascinating and often complex world of masculinities. Our endeavour is to provoke new thoughts and frameworks to create progress in society and for men.”
Susan Ferguson, Country Representative at UN Women India, echoed this sentiment:
“Breaking toxic masculinities in media and advertising is not just good for society—it is good for business. The Manifest report provides valuable insights into men’s roles in modern society, helping advertisers and marketers adopt realistic and broader portrayals.”
Arvind Mohan, Founder and Managing Partner at Religious Brands, further highlighted the report’s purpose:
“As we unmask the layers of masculinity in modern media, the Manifest Report sheds light on evolving narratives of manhood. Our goal is to embrace empathy, dismantle binary stereotypes, and redefine masculinity in ways that are inclusive, aspirational, and reflective of today’s diverse realities.”
A Call for Change in Advertising and Media
Rather than simply dismantling traditional masculinity, the report advocates for an approach that acknowledges societal pressures on men while offering constructive alternatives. By expanding the definition of manhood in advertising and media, the study aims to create a cultural shift that is both meaningful and commercially viable.
With support from leading brands including Diageo, Hindustan Unilever, Nestlé, P&G, and PepsiCo, the initiative underscores a growing recognition that advertising plays a crucial role in shaping public perception and cultural norms.
As India navigates this evolving discourse on masculinity, the Manifest report challenges brands, storytellers, and content creators to break away from outdated stereotypes and craft narratives that resonate with the complexities of modern manhood.