Gillette; the best a man can get!

When we hear the word "men", the words that get associated along are- strong, robust, protecting, chivalrous, rough, tough, charming etc. They are often coined as 'hard to break'. Talking about their inner feelings, thoughts; opening up their vulnerability is often considered to be a sign of weakness when joined with the word "men". Since many years, men have been told to hide their tears and fragility because of the stereotype that comes along- Men don't cry.

On the occasion of international men's day, Gillette decided to put down all the stereotypes that prevail in the society to get in action their belief- the best a man can get. The latest advertising launched by Gillette questions the audience, "why don't men show their tears?" through the real-life, inspiring tale of Lt. Col. Manoj Kumar (Retd.) and his father- the true heroes. Their story holds the power to show the world that when we get past the stereotypes that constrain us, we come out to be stronger together. 

The advertisement campaign focuses on #ShavingStereotypes and it is okay for a man to cry. It challenges and proves that men showing their vulnerability while accepting and expressing their emotions is being 'man enough'. The advertisement aims to make the society re-think the notions masculinity, strength and endurance. It takes the audience to the real-life tribulations, ordeal and affliction of the father-son duo by being beholden by the gender-stereotype. Their story is a mirror to the core value of Gillette- It takes courage to be the best we can be.

Advertising is a medium of communication that reflects the society and holds the power to change it for better. This year, the Gillette campaign has pledged to take the message to as many young men as they could by asking them a simple yet challenging question, "when was the last time you cried?". The most beautiful part about the campaign is that, the platform that has been built is through a story of an Indian soldier who is considered the be the epitome of strength, power, gallantry, knighthood and chivalry. It has started an initiative by making the whole campaign broader- Gillette Mach 3 Achiever's Academy. The advertisement has ignited the conversation and thought process to inspire the future men to outgrow from the prevailing stereotypes of the society and show true courage. The brand believes in setting the right standards for the boys of today to be the men of tomorrow.