94% of Indian ads still reinforce traditional male roles: Report

Kantar, the marketing data and analytics company, has released 'The Indian Masculinity Maze,' a comprehensive report analysing the portrayal and perception of urban Indian men in modern advertising. Developed in collaboration with the Advertising Standards Council of India (ASCI) and the UN Women-convened Unstereotype Alliance, the report highlights a significant disconnect between how men are depicted in advertisements and their lived experiences.

The study draws on a dual-method approach, including a nationwide survey of 880 urban men aged 18–45 across eight cities, and an audit of over 450 television advertisements broadcast across 150+ channels in 12 languages. It uncovers tensions and transitions shaping masculinity in India, and identifies areas where brand communication is out of step with social change.

Masculinity in transition

The research finds that Indian men, especially younger cohorts, are navigating a complex identity, one that blends traditional roles with a growing openness to emotional expression and domestic responsibility.

“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,” said Prasanna Kumar, Executive Vice President, Insights Division, Kantar and co-author of the report.

Despite evolving attitudes, the study found:

• 71% of men agree that “real men don’t cry”, though many view this as an outdated belief.

• 41% of Millennials and 31% of Gen Z men feel negatively represented in advertising, compared to 15–17% of older generations.

• Feelings such as loneliness, fear and vulnerability are often suppressed and rarely reflected in advertising narratives.

Ad tropes and representation gaps

The audit of advertisements revealed a reliance on traditional masculinity tropes:

• Just 6% of male characters were shown offering respect or emotional care towards women.

• 94% of ads reinforced traditional male roles.

• Male voiceovers outnumbered female voiceovers 43% to 31%, reinforcing authority norms.

• Household roles involving men appeared in only 1% of the ads studied.

The commercial case for change

Kantar’s LINK ad-testing database suggests that more authentic and emotionally nuanced portrayals of men positively impact business outcomes:

• Ads challenging male stereotypes report a +63 point lift in long-term brand equity.

• There is a +44 point increase in short-term sales likelihood for such ads.

• Campaigns tested with inclusive male samples—especially in personal care and household categories—performed better across demographics.

“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,” said Soumya Mohanty, Managing Director & Chief Client Officer – South Asia, Insights Division, Kantar.

Gen Z perspectives

Gen Z men, the report indicates, are especially attuned to the mismatch in representation:

• Over 60% believe advertising overemphasises confidence, control, and appearance.

• 48% cite pressure in male grooming depictions.

• 32% say paternal roles for men are underrepresented in advertising.

“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. The Kantar report will help the industry move beyond superficial portrayals to understand not just the diverse realities of men today, but also to create positive representations of men that are in sync with reality,” said Manisha Kapoor, CEO and Secretary General, ASCI.

Strategic recommendations 

The report outlines six strategic imperatives for brands seeking to reflect contemporary masculinity:

Portray Real Lives: Reflect real pressures such as health, caregiving, and uncertainty.

Represent Shared Roles: Normalise domestic participation and emotional care.

Focus on Emotional Journeys: Highlight men as evolving individuals, not just finished products.

Test Inclusively: Involve male respondents in ad testing.

Model Contemporary Masculinity: Combine vulnerability with strength.

Explore Whitespace: Address unmet needs around emotional wellbeing and identity.

“Kantar has been a founding member of the Unstereotype Alliance India Chapter. We value our collaboration with Kantar and ASCI on this important initiative to develop the study on masculinities in Indian advertising. 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,” said Kanta Singh, Country Representative, ad interim, UN Women India Country Office.