New Delhi, July 17 -- Indian men, particularly Gen Z, are challenging the way advertising depicts masculinity. A new Kantar study highlights how urban Indian men feel that ads continue to rely on outdated views, portraying them as stoic, confident providers rather than as emotionally complex individuals navigating modern life.

Kantar conducted this study, surveying 880 men aged 18-45 across Mumbai, Delhi, Bengaluru, Kolkata, Chennai, Ahmedabad, Hyderabad, and Pune. The study aimed to understand the roles men play in both private and professional spheres and how advertisers depict these roles.

Additionally, Kantar analysed 457 Indian TV ads to identify traditional male and female roles.

The findings, shared exclusively withMint, sought ...