Overview

• Mohanlal’s ad for Vinsmera Jewels shows him wearing women’s jewellery with honest delight, breaking from decades of male bystander roles in Indian jewellery marketing.
• The campaign has gone viral on social platforms, drawing praise for redefining masculinity through expressions of vulnerability and beauty.
• Kantar’s The Indian Masculinity Maze report finds that 94% of recent Indian advertisements still reinforce traditional male roles, making this effort an industry outlier.
• Experts note that metro-focused and D2C brands are leading progressive male portrayals, while mainstream sectors like auto and finance largely maintain conservative stereotypes.
• By leveraging Mohanlal’s iconic masculine persona, Vinsmera aims to resonate with its female audience by normalizing men’s engagement with feminine adornment.