GROUP-5

MENS DEO
Nishad Joshi (042) | Nitin Pillai (123) | Nitya Vijay (044) |
Ramana Charan (061) | Shiksha Singh (066)

CULTURAL CONTEXT
CONSUMER GROUP

EVOLUTION OF MASCULINITY IN
BOLLYWOOD

1970s

1980s

Macho Melodrama

The rise of the lover Hero.

Masculinity represented
through the figure of the
rebel and vigilante.

Gave space to the female

The Angry Young man

Masculinity defined by
violence, lack of emotional
coherence and absence of
feminine traits

Interrogated the
patriarchal norms and
traditional associations to
masculinity
Growing chest hair was a
sign of masculinity

1990s
90s Men are gentler and exist
in a world where love and
family are important
Masculinity involved relying
on emotive displays than on
Outward aggression
The man is shown as a sweet
chocolate-boy

2000s
Emphasis on building
muscular body
Larger than life physical
abilities
Looks good and is witty
No longer a champion of
people, but is selfish

POST 2010s
The urban metrosexual
male
Respects women and
helps them to achieve
their dreams
Is witty, charming and
brash

From Chest hair as a sign of Manliness to the Eroticization of the Male Body

EVOLUTION OF MASCULINITY IN TVCs

Early 2000s
Men shown as objects of desire. Axe makes you feel wanted and devoured upon.

Early 2000s-2014: Raymonds complete

man was someone who was perfect in
every sense. High achiever and an elegant
personality.

2014-Now: Raymonds complete man is

someone who is ready to make the
sacrifices to let his spouse achieve her
dreams

Masculinity depicted through the mans

ability to charm the lady and be a perfect
soul-mate

Masculinity is depicted through breaking the

dogma and showing the respect for the
opposite gender

Tanishq: Depicting masculinity through

chivalry and compassion (2nd Wedding).

Old Spice Mantastic: Depicting masculinity

by portraying how a man should smell like.

ICICI Prudential: Depicting masculinity

through the act of caring for your loved ones
Bande Acche Hain
POST 2012

AIRTEL Boss : Depicting masculinity by shunning away the traditional

patriarchal image that a man should be the head of the family

CULTURAL CONTEXT
CATEGORY

Influence of shift in culture in the category communication

TIMESTAMPING
From the earlier commercials where the focus was on attracting girls on an objective
level ( or just by smelling good ) , the recent pieces of communication that have come
out focus more on defining the Man .
OLD SPICE
For example, Old Spice with Milind Soman shows the different rather soft sided facets
of a man. A man with class is one who can play chess, sing Carnatic music, play polo ,
knows how to cook , and he writes poetry.
This is a shift towards showing how different genders look at each other.

PARK AVENUE
Earlier Park Avenue ads used to be centred around the idea of successful
man in a professional context, with the whole world enving him for his
power and position.
Now it has shifted its communication to a more tickle the funny bone style
which is clearly visible in its Farhan Akhtars Shaam ka budhapa ad as well as
the Soong ke toh dekh Tvc
SET WET
The earlier set wet ad from 2006 where the schoolteacher is attracted to her
student because of his fragrance.
From there to now where Ranveer Singh charms the women in his life by just
being funny or quirky. This shows a shift in our definition of a man ( both from
men and women)

CULTURAL CONTEXT
BRAND

Influence of shift in culture in the Brand Communication

LAYERR
Cultural Context: Layerr Shot emphasizes on aspects in its communication that
throw light on two points pertaining to the cultural context that they are drawing
from:

Young men associate the concept of fragrance to attracting women around them.

It is smart not to be fooled and keep up with the new.

Trends and shifts:

Layerr has kept a consistent communication right from 2013 to 2016. One which is
of being the smart choice for the opposite gender and keeping up with the new.

However, it can be seen that the ads have focused less on how it is all about
getting girls in their recent communication pieces of 2015 and 2016. The new
communication is more centered on keeping up with the times.

Trends and Shifts (Contd)

The emphasis has been laid on the need to be the smart man rather than the one
that attracts women and as a result, being attractive.
This draws from cultural shifts that recognize manhood differently, as something
more than being able to attract women.
There has been the rise of a smart consumer over the years that needs authentic
products and is seen as unaware if he/she does not. The recent communication taps
into this shift.