For International Men's Day, MensXP collaborated with Bhuvan Bam to talk about the misconceptions and cultural tropes that men fall prey to, as part of the brand’s #DontManUp campaign.
As a part of the campaign, MensXP and Bhuvan Bam have released a video where Bhuvan recites a poem for men fed up with flawed narratives like “Men Don’t Cry”, “Toughen Up”, or “Be The Man Of The House ''. This piece is meant to highlight the pressures that are created in the lives of men from an early age.
MensXP’s #DontManUp campaign intends to challenge outdated expectations and encourages modern men to embrace their vulnerability with an open heart and sincerity. Bhuvan opens up about his struggles confronting deeper, more complicated emotions, and the journey he undertook, peeling through the varied layers of his masculinity, in order to be the man he is today. The exclusively digital campaign aims to trigger conversations.
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Speaking on this month’s MensXP cover, Bhuvan said, “There's a lot that men have on their plates, from small expectations like ‘men don't cry’ to it's the primary job of ‘Men to run the house’ etc, so many times we find them knowingly or unknowingly suppressing their emotions and grief. While society thinks it's not very "manly” to have a breakdown or be expressive of negative emotions, it's high time we speak about the elephant in the room and make expressions of grief okay irrespective of the gender.”
“Personally, it's a matter of great satisfaction that MensXP continues to champion its core agenda despite scaling at a rapid pace over the last decade. Our #DontManUp campaign this International Men's Day is more than just another piece of content. It reiterates our commitment to building India's biggest community for men. We're deeply passionate about creating impact by raising awareness around key issues, starting meaningful conversations, and building safe spaces for men, a reflection of which is visible in our special digital cover with Bhuvan." MensXP Founder, Angad Bhatia said.