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Ogilvy’s very own dude Sumanto Chattopadhaya, plays it cool n’ easy and prefers to look at the big picture. The Executive Creative Director [South Asia] believes that today there is truly a wide representation of the portrayal of the Indian male in ads, “sometimes a confection of the Bollywood-Hollywood stereotype with a tiny sprinkling of reality, other times how these creatures actually wish to see themselves … overall interesting observations of human behaviour.” He cites the example of a car ad in which the boss perpetually humiliating his young subordinate receives a huge ego blow, when the young man drives off in a fancy car! Then there is the cool college dude – a stereotype that keeps popping up in a plethora of ads from snack food, cold drinks, deo to jeans. The adolescent fancy (sometimes boy gets the girl and sometime goofs it) punctured or reinforced, appears to hold big-time appeal. Then of course there is the family man responsible for the well being of his family, although women are stepping into his turf with great speed and efficiency. Lastly there is the man-child who – when it comes to his health – is dependent on his wife. Remember the Saffola ad?

Everything considered, most intelligent, educated and informed ad-watchers – without baggage or agenda – will agree that today’s male-driven ads definitely enjoy a stronger connect with truth, fact and reality than before. The carefully nurtured myth of the male, perpetually in control, in charge and driving everything that matters [with the women, cooking, knitting or child-rearing in the shadows] is clearly over. In fact, recent surveys have indicated that men detest being stereotyped as “shallow himbos wanting to go solo and jump from one girl to another.” The survey reveals some startling, seminal facts … 77% look for girls who are potential wives. 75% believe in soul-mates and admit crying when dumped by their girl. 69% promise they would never cheat. 57% enjoy cooking at home and [most importantly] 56% believed that being a good father or husband made them feel manly!

Wow! We say Amen to that…

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Source : IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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