Social Samosa

The masculinity maze: Redefining manhood from global tropes to Indian realities

From the visceral rage of the blockbuster to the ‘commercial miss’ of advertising’s outdated tropes, Indian manhood is trapped in a ‘split-screen’ reality. We explore the crisis of representation and why experts believe the answer lies not in performance, but in a ‘restored’ truth.

"Somewhere along the way, the word masculinity became a suspect," observes Adnan Pocketwala, Growth Partner at OrmaxWhatNext. It is a piercing diagnosis of the current cultural moment. As Pocketwala notes, society has begun "to add the prefix ‘positive’, as if masculinity, by default, must be rehabilitated."

"Every now and then, a campaign cuts through that noise,"notes Sandeep Banerjee , Chief Growth Officer at The Visual House.

As Sanjay Vakharia, Co founder and CEO of Spykar says, “Too many brands are afraid of losing their traditional audience, and fall back on familiar tropes. But by doing so, they will be increasingly out of step with younger audiences who crave authenticity.”

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