International Men’s Day and brands
Do we really need to celebrate
Over the weekend I realised that Kevin Hart and myself have ample similarities. Many of you might know him as a successful American stand-up comedian, actor, and producer. He also has a new Netflix comedy special recorded straight from the comfort of his living room.
A limited number of guests wearing masks, maintaining social distance, and Kevin seriously giving zero fucks. Talking about VID that’s how he has named COVID-19, his kids, his wife who misses good sex, and above all Kevin has seriously offended a lot of people. He knows it and he says it I can because it is my home.
Okay, similarities.
Definitely, I am not successful like Kevin otherwise I won’t be venting it right here on a Monday morning.
We both are 40-year old grown-up men. Actually, Kevin is 41 and I am 42. When a man crosses 40 he has come to the other side of life which is “Giving zero fucks.”
We both are black. Okay, I am dark brown.
We walk away from heated discussions.
Both feel some masks look like bra cups.
When a friend talks about a hot girl, we listen and move on. Because we know the realities of life and we are settled with whatever we have.
And we both don’t like people. At least Kevin has an okay fan following :)
Moving on from Kevin I was pretty amused when Tory MP Ben Bradley demanded more rights for straight white men. He said in his speech at the House of Commons: “There is a minister for women but not men, complained about there being more women than men in higher education, and mourned the death of ‘banter’.”
The speech was done right after the world celebrated International Men’s Day (20th November 2020).
Is there a reason to celebrate men’s day?
And I thought that I am dumb but now I have competition.
Do we need to celebrate International Men’s Day?
I am not going to quote any data to make my point but I think there are so many of these idiotic days that need to be removed. Men’s Day tops my list - says a 42-year-old Hindu man from a higher caste with a normal lifestyle.
There you go. I have said it.
I bring religion and caste into my discussion because I will never understand the struggles of someone who is a minority and comes from a marginalised social structure.
Today we live in an environment where politics is played on a vaccine so it is part and parcel of our life.
I am not saying men don’t have problems. They are also abused, social pressures of performing from studies to jobs to starting a family to performing on the bed to being the perfect man in society. Men can’t cry, men can’t show their weakness they have to be strong and keep protecting the world.
I have gone through all of the above shits in life. Supreme BS even though people thought that I was a weak MAN. It created a scar on my soul for a long time. That’s okay today. I anyways give zero fucks.
My dad is the coolest being in our family. In every family, there is one boss and the other one is the backbone and plays a crucial role which often gets ignored. From the time I have opened up eyes, I have never seen my dad shedding away from family responsibilities.
Okay, he is not perfect but plays his role.
For example every morning he will make tea for my mother. Sort their bedroom and will cut vegetables for lunch. Then there are a lot of things he will do. Most of the time he will mess it up and both will end up in severe fights. Strangers might think that they will move to divorce, instead, they will end up having tea and gossip about something.
My dad isn’t doing it for being an ideal man or feeding to brand communication. He is not aware of any such day.
At the same time, my mother will often comment that being a guy is such a privilege. Last month I was with my brother for the weekend. When I came back the first question my mother asked what did you do for your breakfast?
I go to bed early and wake up early. When I am with my parents, my life is sorted. But when I was with my brother their life was completely opposite. So I would go out at 7 in the morning to have coffee and upma. And around 10 I would do round two of my breakfast with my brother’s family.
“See this is so easy for a guy. A girl would have to ask and then think ten more things before stepping out of the house.” said my mother.
I have never been so considerate of women and I have learned the hard way. Today I understand what she means.
Irrespective of colour, race, and cast boys or men have far more rights and privileges in our society. So celebrating a day really makes no sense.
Marketing and International Men’s Day
Last year I had questioned the new positioning of the Ideal Man by Brands on International Men’s Day. From Gilette to the Man Company all were trying to redefine and portray the man of the new decade. The Man Company collaborated with Ayushmann Khurrana campaign to extend its campaign “For The Gentleman In You.”
A social message treated it with honesty without transforming it into an ad. Thankfully you don’t see the brand trying to do product placement in the video. This is why it never feels like an ad even though you are aware that it is.
Unfortunately, this year the brand has kept it low with an Instagram video - Understanding starts with listening.
Last year the communication was focused on being a modern and caring man, this year it has focussed on listening to the problems of men. Other than creating the simple video (blame it to COVID-19) the brand is asking to take a vow:
“This International Men’s Day, let us all vow to lend our ears and help the gentlemen close to us come out and talk about their issues.”
Armchair activism at it’s best? Taking a vow is the cheapest and laziest form of listening.
This year Gillette has gone silent because the budgets have been invested in the Barber Suraksha Program.
Meanwhile, Men’s XP and Parachute Advanced Men have shown interest during this men’s day. Men’s XP has carried forward it’s an ongoing campaign to raise awareness on men’s overall well-being & mental health.
The brand has created a section for the occasion and highlighted right on the first fold of the website which is encouraging. Because most brands talk about their campaign on social media and it dies there itself.
In addition to creating content from the blog to social media, the brand is also pushing men grooming products. After all, it is all about marketing products and selling them.
Additionally, Men’s XP has collaborated with Clinical Psychologist and Mental Health Specialists for online sessions on mental wellness. Decent effort from the brand.
Meanwhile, Parachute has created a 0.55-second ad that celebrates men who have done well during the ongoing pandemic and also look good also by using the brand’s hair grooming product. Ultimate BS and such a desperate attempt to own the day.
Marketing in the last few years has become topical and so we get to see so many days for no rhyme or reason. Trust me the whole social media mayhem is to be balmed and the laziness of the marketer.
Not just with men’s day take any other topical day it is just a marketing pitch. Is the consumer interested to see the BS on social media? How long will you get high by views and engagement that are forgotten after the weekend?
2020 has been coined as the soul searching year. Shouldn’t marketers look at the efficacy of celebrating all these days? What good is it serving and for whom?
And for men’s day, we can avoid it if we are looking just as a topical day.
I am not trying to be cool by supporting women. I am all for equality but if we want equality in society then men need to speak more so that women get equality and respect.
Not only in ads but in real life.