The Advertising Standards Council of India’s (ASCI) Academy, in collaboration with the Unstereotype Alliance (convened by UN Women) and knowledge partners Religious Brands, has released a groundbreaking report, Manifest: Masculinities Beyond the Mask. The report, unveiled at ASCI Academy’s Global Adda during the ICAS Global Dialogues Summit, examines the evolving landscape of masculinity in media and society.
The study highlights the “crisis” of traditional masculinity, where men feel increasingly alienated amid shifting societal norms and the rise of gender equality. It calls for a broader and more nuanced representation of men in media and advertising, moving beyond rigid stereotypes. The research, supported by industry giants such as Diageo, Hindustan Unilever, Mondelez, Nestlé, and P&G, analyzed over 170 media pieces and multiple scholarly studies.
Key findings include the need to redefine success for men, normalize failure, and create positive frameworks for expressing strength. The report urges advertisers to transition from the conventional “Mard” archetype to a more holistic “Admi” narrative that embraces diverse masculinities.
Manisha Kapoor, CEO & Secretary General of ASCI, stated, “Our endeavour is to provoke new thoughts and frameworks to create progress in society and for men.” Susan Ferguson, Country Representative of UN Women India, emphasized that “breaking toxic masculinity in media and advertising is not just good for society—it is good for business.”
The launch event featured a presentation by Religious Brands, a talk by Devdutt Pattanaik on masculinity’s evolution in India, and a panel discussion on young men’s anxieties. Industry leaders, including Paromita Vohra, Anila Vinayak, and Guy Parker, engaged in discussions on fostering more inclusive narratives.
