MASCULINITY GETS A MAKEOVER

The author talks about how a revolution in branding things to women triggered a chain reaction in the men's space.

- Rajat Jadhav

For decades, advertising for men has often been reduced to a single, rigid narrative—strength, silence, and invulnerability. From macho slogans to glossy campaigns, masculinity was shaped into a mold that rarely acknowledged individuality or authenticity.

However, as society began to challenge these long-standing stereotypes, brands mirrored this narrative and started experimenting with their messaging. The rigid stereotypes over the years are giving way to authenticity, awareness, and representation. Brands are now stepping into the shoes of cultural commentators, redefining what it means to be a man in the 21st century.

The Era Of Conformity

Back in the 20th century, advertising campaigns depicted a stereotypical, machismo-led idea of a man. Campaigns celebrated the ideal man as tall, fair, and extremely muscular, with an air of unshakable confidence and an unquestionable sense of dominance.