Gillette India: Rethink notions of masculinity - #ManEnough

Gillette, a shaving products brand, launched its campaign #ManEnough in India to promote the narrative that it is ok for men to cry and be vulnerable, and saw a 32% increase in profits.

Situation analysis

Men don't cry. That's what social conditioning has led everyone to believe. Most boys are brought up believing that crying is for girls and 'the weak'. As young men begin to construct their identities of manhood, the toughest lesson to learn is to be