International Men’s Day 2025: Brands embrace emotional strength over toughness

For decades, the portrayal of men in advertising often adhered to a rigid script: the stoic provider, the invincible hero, the silent strength. However, the modern consumer landscape, fuelled by a growing conversation around mental health, is witnessing a profound and necessary shift. Today, brands are stepping up to use events like International Men's Day not just for celebration, but for social advocacy, actively encouraging men to shed the emotional armour and open up.

This movement marks a crucial evolution in how brands connect with their male audience, recognising that true strength lies not in suppression, but in vulnerability.

Here’s how Indian brands are celebrating International Men’s Day 2025 beyond the “alpha male” trope:

The ‘Health is Strength’ Narrative

The most dominant theme in 2025 is the urgent focus on men’s health—both physical and mental—addressing the silent crisis of men neglecting their well-being.

MediBuddy's #PowerUpGuys

Breaking the monotony of serious health PSAs, MediBuddy launched a campaign using retro 8-bit gaming visuals. Life is treated like a game where "health" is the ultimate power-up. It tackles the "invisible enemies" men face—stress, skipped check-ups, and emotional fatigue.

It reframes seeking medical help not as a "weakness" but as a strategic move to "level up" in life, using nostalgia to connect with the millennial male audience.

Brands are employing various creative strategies, from light-hearted humour to direct, empathetic appeals, to normalise emotional expression:

Glucon-D

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Saregama Tamil

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magicpin

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Mad Over Donuts

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Old Spice India

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Wild Stone

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Pringles India

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Smart And Handsome

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The trend of brands encouraging men to open up is not a passing fad; it is a long-overdue reflection of social progress. It signals a collective realisation that true engagement requires acknowledging the full, complex, and emotional human being behind the consumer. Going forward, brands that support, celebrate, and promote men’s openness and wellbeing are likely to resonate most.