The Objective

Masculinity in India in the 21st century has already undergone a few phases. From traditional patriarchy and the He-Man image to metro-sexual man to the onset of toxic masculinity when in 2018-2019, the Me Too movement emerged and left many to question: Has it left the man bruised and shaken? Is the alpha male buried for good or would one see a resurgence of the same? Or would it be more pertinent to ask how he has been facing the music? In what ways is he putting up a brave face regarding his status in society?

The Strategy Unfolded

Prometheus delved deep into this dilemma. The work made us aware of the uncertainty men are experiencing, the psychological and social construct with which they must abide, the moral turpitude, and the various pressures they must cope with. It was a hugely challenging task for which a well-thought-out and comprehensive interaction was designed amongst men incorporating learning from pop culture, semiotic decoding of men’s portrayal in media, and changing man–woman dynamics within homes and at the work front.

The Impact

Our work helped a leading beverage brand recognize the need for change in the ‘actions of the protagonist’ and formulate its communication and engagement strategy with its core audience to taste success. Again.