Narrated by Lt. Col. M.K. Sinha himself, the Gillette Man Enough film follows the true story of how his life changed when a bullet tore through his jaw in the line of duty. It chronicles his physical and mental anguish in dealing with this crippling injury, showing us how regressive stereotypes of masculinity discouraged him from accepting his pain. However, this changed when his father, whom he considered the paragon of manliness, visited him in hospital. His father’s display of emotions inspired him to embrace his own, leading to him shedding tears for the first time in his adult life.

This moment redefined his notions of manliness and taught him that expressing emotions doesn’t make one weaker – in fact it makes them stronger and more complete. Gillette championed his inspiring story, hoping to spark change in the perceptions of manliness that the next generation of men would aspire to.

Indian male behaviour is dictated by a toxic culture of excessive machismo, born from centuries of patriarchy, inherited from fathers, and reinforced by society. Testament to this is ‘Mard ko dard nahi hota’ i.e. men feel no pain – one of the most iconic Bollywood lines, and a prime example of the outdated male stereotypes prevalent in India. Such influences make young boys believe that hiding their pain and distancing their emotions are defining features of being a man.

Gillette wanted young men to question such regressive notions. So, with its Man Enough campaign, it told the story of an Indian soldier – a role considered the epitome of manliness – through the lens of his relationship with his father. By showing how a near-fatal injury taught both men to accept their vulnerabilities, Gillette sought to inspire a whole new generation of men to be the best they can be.