Indian men feel miscast; advertising still sticks to stereotypes

In India’s ever-evolving advertising landscape, a new introspection is underway. Kantar's latest report, The Indian Masculinity Maze, offers an incisive look at how urban Indian men perceive themselves, how they are portrayed in advertising, and why there is a growing dissonance between the two.

For advertisers and their agencies, this presents a crucial call to rethink the creative and cultural lenses through which male identities are framed.

Masculinity in India is quietly evolving, shaped by shifting social roles, changing economic dynamics, and a generation of men navigating emotional and cultural transitions. Yet, the advertising world continues to lean on familiar tropes—the stoic provider, the emotionally distant achiever, and the unflinching decision-maker. This reliance on convention is increasingly at odds with the nuanced identities that Indian men now embody.

Kantar's report, a dual-method study based on a survey of 880 urban men aged 18–45 across eight cities and an audit of 457 TV advertisements across 150 channels in 12 languages, reveals the glaring mismatch between reality and representation. Prasanna Kumar, executive vice president, insights division, Kantar and co-author of the report, summarised the challenge: “This report isn’t about rewriting masculinity overnight. It’s about recognising where men are today, often caught between tradition and transition and helping brands engage with that complexity in a way that’s both commercially smart and culturally sensitive.”

The disconnect: Real men, unreal ads

The report lays bare a crucial insight: men's beliefs about advertising are less about saturation and more about selective exposure. Many men feel under-represented, especially when it comes to the traditional pressures they face—financial responsibility, decision-making burdens, and internal conflicts. The report found that 71% of men agree that "real men don’t cry," though many simultaneously acknowledge the emotional constraints this expectation imposes.

Moreover, generational divides are apparent. While Gen Z and Millennial men are more emotionally expressive and open to change, media narratives remain stubbornly regressive. Around 41% of Millennials and 31% of Gen Z men feel negatively represented in advertising, compared to just 15–17% of older cohorts. These younger men see themselves navigating a broader emotional spectrum, yet ads continue to reflect a one-dimensional masculinity.

The problem, however, is not just in absence but in misrepresentation. The analysis of advertisements highlighted that only 6% of male characters exhibited emotional care or respect towards women, and 94% of narratives left traditional male roles unchallenged. Voiceovers further reinforced male authority—43% were male compared to 31% female—even in mixed-gender contexts.

Progressive imagery: For women, not men

Ironically, the most progressive portrayals of men tend to surface in ads targeted at women. In these narratives, men are sometimes shown cooking, sharing childcare, or expressing vulnerability—but rarely when the target audience is male. This strategic oversight perpetuates a cycle where masculinity is portrayed through a lens of power, control, and emotional reticence.

Advertising often mirrors rather than challenges societal norms, reinforcing male leadership in decision-making, finance, and technology expertise. This alignment between belief, perception, and portrayal only deepens the cultural inertia. Brands have dabbled in depicting shared decision-making, yet the default narrative still positions men as the final authority.

Soumya Mohanty, managing director and chief client officer - South Asia, Insights Division, Kantar, articulated the commercial implications: "Most ads still rely on outdated male stereotypes, rarely showing men as emotionally present or involved at home. This widens the gap between reality and representation. But this isn’t just a cultural miss; it’s a commercial one. Our LINK data shows that ads breaking these norms deliver significantly stronger brand equity and sales impact."

Kantar's LINK database validates this. Ads that depict men with empathy and emotional nuance see a +63-point lift in long-term brand equity and a +44-point increase in short-term sales likelihood. Testing ads with inclusive male samples, particularly in personal care and household segments, results in better performance across gender lines.

While only a quarter of men strongly hold onto harmful beliefs, their persistence in the advertising ecosystem matters. Narratives that glamorise male pursuit or reinforce gender segregation risk legitimising dated, sometimes damaging perspectives. Yet, these are rarely called out or addressed within mainstream creative processes.

This under-addressed risk is not just a gender issue; it's a market opportunity being left on the table. For example, caregiving roles for men appear in a mere 1% of ads, despite increasing real-world engagement by men in domestic responsibilities. This is a storytelling gap waiting for brands to exploit meaningfully.

The Gen Z imperative

Gen Z represents both an opportunity and a challenge. Over 60% of Gen Z men feel that confidence, control, and appearance are overemphasised in ads. Additionally, 48% believe grooming is portrayed with excessive pressure, while 32% say paternal roles for men are underrepresented.

Gen Z's relationship with masculinity is fluid yet fraught. They are open to redefining gender roles but often feel unseen or caricatured in brand narratives. If brands fail to capture this complexity, they risk alienating a critical demographic that prizes authenticity over archetype.

Manisha Kapoor, CEO and Secretary General of ASCI, reinforced this need for industry-wide recalibration. "ASCI is committed to fostering progressive advertising representations. Earlier this year, we launched the 'Manifest: Masculinities Beyond the Mask' study, in collaboration with the Unstereotype Alliance (convened by UN Women). We are now pleased to associate with Kantar on 'The Indian Masculinity Maze' to take this conversation forward,” she recalled.

Kanta Singh, country representative, ad interim, UN Women India Country Office, echoed this sentiment: "Achieving gender equality and inclusion requires the meaningful engagement of all genders, including men and boys. It is important that marketers and content creators better understand evolving perspectives and aspirations to help challenge gender stereotypes and promote more inclusive narratives."

Six strategic imperatives for brands

To navigate this masculinity maze effectively, Kantar's report outlines a six-step roadmap.

1. Portray real lives: Move beyond aspirational stereotypes. Reflect men's real-world experiences with health, work stress, caregiving, and emotional struggles.
2. Represent shared roles: Normalise caregiving and emotional labour for men, ensuring these aren't one-off depictions but recurring themes.
3. Focus on the emotional journey: Showcase men in flux, dealing with uncertainty, reflection, and personal growth—not just as self-assured decision-makers.
4. Test inclusively: Include male perspectives in ad testing, especially in categories where masculinity directly intersects with the product.
5. Model contemporary masculinity: Encourage depictions of men blending resilience with vulnerability, leadership with empathy.
6. Colour the whitespace: Target unmet needs around men's health, identity, and emotional well-being—these aren't just storytelling gaps but commercial opportunities.

For advertisers and agencies, the imperative is clear. The cultural inertia surrounding male portrayals in advertising is not just a creative oversight; it is a missed business opportunity. By embracing a broader, more authentic depiction of masculinity, brands stand to connect more deeply with a changing consumer base.

Kantar's The Indian Masculinity Maze isn't just a report—it's a blueprint for brands to engage meaningfully with contemporary masculinity. In a marketplace where cultural fluency is as critical as product innovation, advertisers who decode this maze stand poised to build not just relevance, but respect and resonance.