The Man Company and Bhuvan Bam embrace different forms of masculinity

The Man Company has rolled out a film titled ‘Gentleman banne me waqt lagta hai’ (it takes time to become a gentleman) featuring its brand ambassador Bhuvan Bam to highlight different men’s journeys on their path to becoming a gentleman. 

The film features five snippets showing special moments in the lives of various men that shape and mould them into becoming a gentleman. All of these moments are shaped by other gentlemen in their lives. It opens with a young boy trying to put makeup on and getting supported rather than reprimanded by his father. Other vignettes also show how men are breaking open the rigid constructs of masculinity with the help and support of gentlemen around them. The film ends with Bam supporting another male Instagram influencer who is getting trolled by followers for not behaving as per the conventional norms of masculinity. 

Hitesh Dhingra, founder, The Man Company, said, “The Man Company has for long campaigned for the debunking of the existing social norms and expectations around ‘maleness’ and ‘masculinity’. We believe that our society and particularly other men play a significant role in the making of a true gentleman. This video is our effort to acknowledge their contributions as well as exhort them to shed their notions of what a man should do, behave, or look like.”

Dhingra added, “One does not become a gentleman in a day or a year. The journey begins right from childhood and there are so many small yet helpful nudges, praises, encouragement and influence from men around us that go into making a modern gentleman. We are deep diving into all these small gestures traversing through childhood to teenage to young adult life to being an adult that made you a modern-day gentleman. Further, at any moment, millions of gentlemen are in the making, and millions of other gentlemen are helping them in their journey, and this is what we as a premium men’s grooming brand are celebrating this International Men’s Day.”

Jatin Luthra, associate vice president-marketing, The Man Company, said, “As India's leading men's grooming brand, we believe in going beyond a transactional relationship and building a deeper connection with our target audience. To do so, we picked realistic nuances from the everyday life of ordinary men and those around them who nudge them to become modern-day gentlemen.” 

Bhavdeep Singh, senior creative director, The Man Company, said, “Out of many insights the team had, this one resonated with us the most. There’s so much honesty in these words - that becoming a gentleman takes time. On this constant journey, there are ones who help a man face his fears, fight his insecurities, and with every little nudge, they help him discover a gentleman in himself. The best thing is, you don’t have to travel to unknown horizons to find these stories. They live around us. In us. And, what would be a better day of celebrating the gentlemen and their makers; than International Men’s Day.”