Personal grooming brand Gillette has launched a new advertisement across India on International Men’s Day, aimed at undermining the age-old stereotype that "men don’t cry".
The ad tells the true story of Lieutenant Colonel Manoj Kumar Sinha, who served in the Indian Army for more than 20 years before being shot in the line of duty and features the officer revealing that as a boy, his father told him to "be a man" and not cry.
The ad fast forwards to the Lt Colonel Sinha's wounding and his father visiting him in hospital - only to burst into tears.
Gillette uses the brand tagline “The best a man can get” and has previously created other advertisements attempting to redefine expectations around male behaviour.
An earlier advertisement, made references to the #MeToo movement and challenged cultural stereotypes towards women, bullying and sexual harassment.
The associate director and country category leader of Procter & Gamble Karthik Srivatsa told Indian newspaper LiveMint, the campaign was launched to encourage men to show their feelings, rather than continuing to follow an outdated idea of "how to be a man".
“We are challenging the biggest gender stereotypes through this campaign that men are not supposed to cry or express their vulnerability. The core thought it to let young men know that crying is not a sign of weakness," he said.
The Man Enough ad has been well received across India, with many celebrities picking up on the hashtag #ShavingStereotypes and recounting their own personal anecdotes.
Former Indian cricket team captain Sachin Tendulkar retweeted the advertisement, saying he remembers when he cried in front of India and supports the need to redefine what we expect from men.
Indian actor Sushant Singh Rajput also jumped on board to support the #ShavingStereotypes movement, retweeting the advertisement and commenting that crying was not a weakness, but rather a sign of strength.
Women have also supported the key messages of the advertisement, with Indian author Twinkle Khanna saying that men are at their strongest when they show their emotions.
