In a cluttered ad world where attention is currency and brand trust is fragile, every campaign is more than just creative—it’s commentary. As marketers navigate a complex matrix of culture, commerce, and consumer expectations, BrandWagon AdTalk brings you candid conversations with the people shaping the narrative. From CMOs to policy heads, we decode the strategies, dilemmas, and shifting playbooks behind today’s most talked-about campaigns—and what they reveal about where the industry is headed.
In this edition of BrandWagon AdTalk, Manisha Kapoor, CEO & Secretary General of ASCI, talks about how advertising continues to reinforce conventional ideas of masculinity—and where it’s beginning to shift. From the industry’s responsibility in shaping inclusive narratives to the commercial case for progressive portrayals of men, Kapoor shares insights from ASCI’s recent research and outlines the line between stereotyping and storytelling. She also reflects on how brands can move beyond outdated tropes without losing authenticity or audience trust.
Advertising has long reinforced conventional ideas of masculinity—strength, dominance, and stoicism. Do you see a shift in how brands are portraying men today, or are we still largely stuck in traditional narratives?
The dominant narratives of men in advertising and media still tend to portray men as the traditionally held provider and the protector archetypes. Success and ambition are portrayed in narrow terms. There is a need to open up the discourse and build aspiration around diverse choices of careers and success, allow for a wider depiction of emotional states, and address some key challenges that men face, such as toxic masculinity and the loneliness epidemic. While some brands have started to expand on these issues, the mainstream is yet to catch up. We are seeing some shifts and movements in cinema and webseries, and we hope that advertising will recognise the opportunity for diverse, relatable, and aspirational depictions.
Given that advertising plays a crucial role in shaping societal perceptions, what kind of responsibility do brands have in redefining masculinity, and how does ASCI view this evolving narrative from an ethical standpoint?
Research has shown that the business case for diversity and progressive depictions in advertising is very strong. Hence, it is actually in the brands’ own interests to embark on this journey and create non-stereotypical advertising representations. Advertising builds aspiration and normalises new behaviours and attitudes, and it can therefore play a critical role in shaping society. When it comes to men, we encourage advertisers to showcase men in different roles and emotional states, moving beyond limiting stereotypes of provider and protector.
Some brands hesitate to challenge conventional masculinity for fear of alienating audiences. How can brands balance commercial considerations while embracing more inclusive and progressive representations of men?
Brands need to be on a conscious journey to challenge norms rather than piggyback on trends. They need to invest in understanding their audiences and what progress and aspirations mean to them. They need to understand societal constructs and how they are playing out today. Our research on Mainstreaming Diversity and Inclusion released in 2024 established that progressive gender portrayals not only impact long-term brand equity and perceptions but also impact short-term sales generated. The key is authenticity and deeply insightful work; consumers can distinguish between genuine, long-term efforts versus superficial attempts.
Have there been instances where ASCI had to intervene in campaigns that promoted outdated or harmful stereotypes of masculinity? What trends have you observed in complaints related to gender portrayals in advertising?
ASCI’s Code for Self-Regulation of Advertising outlines principles that advertisements should adhere to, which include ensuring that they are not indecent, offensive, harmful, or discriminatory, or promote a sense of disrespect or disregard for any section of society, including men. Our gender guidelines provide guidance on what we would consider harmful or stereotypical advertising.
What advice would you give to brands looking to move beyond traditional depictions of masculinity?
Brands should focus on authenticity and empathy, showcasing men in multiple roles and emotions, and acknowledging the challenges men currently face as traditional structures shift. Exploring portrayals beyond traditional norms can help brands create more relatable and impactful advertising. Doing this, brands can contribute to a healthier societal narrative around masculinity. The emphasis should be on reflecting the lived experiences of men today rather than perpetuating outdated or misogynistic values.
Are there any global or Indian campaigns that, in your view, have successfully redefined masculinity in a meaningful way?Our report highlights that few campaigns have made the attempt to move out of stereotypical binary depictions and narratives of men. One example is the Man Company’s ‘Gentleman Tum Hi Ho’ campaign in India, which helps men appreciate themselves in their diverse roles, looks, and styles. The global campaign Axe “Find Your Magic” celebrates individuality and self-expression over traditional masculinity and encourages men to embrace their unique qualities. These examples demonstrate the scope and opportunity to expand the narratives in new ways, adding to the momentum on progressive depictions of masculinities.