Gillette India has released a new ad for International Men’s Day in an attempt to breakdown stereotypes that real men don’t cry.
The ad tells the true story of Lieutenant Colonel Manoj Kumar Sinha who was shot through the jaw in the line of duty in 2010.
Sinha describes how when growing up, his father told him to be a “man” and not cry. That all changed following Sinha’s injury. While he was recovering in hospital, he says: “That’s the day we both realised showing what you really feel doesn’t make you less of a man.”
“Raising a strong boy also meant telling him it was OK for boys to cry. Men can cry, even soldiers can cry.”
The ad is the second in the #ShavingStereotypes series from Gillette India.
In a statement, Gillette said: “Men expressing their vulnerability through tears is being #ManEnough.
“As a leading male brand, Gillette aims to pave the way for men to rethink their notions of masculinity and strength.”
Watch the spot below.