How The Man Company Used Ayushmann Khurrana to Re-Define Modern Masculinity?

The Man Company partnered with Ayushmann Khurrana to break old ideas about what it means to be a man. Instead of promoting toughness, they focused on self-care, kindness & emotional strength. Learn how they started honest conversations around modern masculinity, showing that being a gentleman today is about more than just looks, it's about values.

In India, masculinity has often been tied to being tough, quiet about emotions and always in control. Many boys grow up hearing they should “man up,” avoid crying, or never show weakness. These ideas still shape how a lot of men see themselves.

But things are changing! 

The Man Company, a men’s grooming brand, is trying to redefine what it means to be a man today. For them, being a gentleman isn't about always being strong or dominant. It’s about being kind, confident, respectful, and taking care of yourself inside and out.

They’ve teamed up with Ayushmann Khurrana, an actor known for picking roles that break stereotypes. His support of progressive masculinity matches the brand’s mission perfectly. Together, they’re showing that it's okay for men to talk about feelings, care about how they look, and be soft when they need to be.

This shift is not just about grooming. It's about helping men feel more comfortable being themselves. 

The Man Company's Vision and Market Position

The Man Company was founded in 2015 by Hitesh Dhingra, Bhisham Bhateja, Rohit Chawla and Parvesh Bareja. They saw a gap in the Indian market: while men's grooming was growing, most products lacked emotional connection and focused only on function. Their goal was to offer premium grooming products while also challenging outdated ideas about masculinity.

In India, traditional masculinity often means being tough, hiding emotions and avoiding personal care. The Man Company wanted to change that. They believe being a man today means being confident, respectful and open to self-improvement. Their products are designed not just for grooming, but for encouraging men to feel comfortable in their own skin.

This approach resonated with a growing number of Indian men. The male grooming market in India was valued at USD 2.3 billion in 2024 and is projected to reach USD 4.3 billion by 2033, growing at a CAGR of 6.8%, according to a report by IMARC Group. The Man Company stands out by combining quality products with a message that challenges stereotypes.

Their collaboration with actor Ayushmann Khurrana, known for roles that defy traditional norms, further strengthens their position. Together, they promote a more inclusive and modern view of masculinity.

By addressing both grooming needs and societal perceptions, The Man Company has carved a unique space in the market.  

Ayushmann Khurrana's Association with The Man Company

Ayushmann Khurrana has been closely linked with The Man Company since 2018, not just as a brand ambassador, but also as an investor. This isn’t just a celebrity endorsement. It’s a deeper partnership built on shared values.

Khurrana is known for picking films that push boundaries and talk about things most mainstream movies shy away from, whether it’s gender roles, body image, or social taboos. His choice of work has always questioned outdated ideas, especially around how men are “supposed” to behave. That’s exactly why his association with The Man Company makes sense.  

The brand isn’t only about grooming products. It’s about encouraging men to take care of themselves and embrace a fuller, more thoughtful version of masculinity. It wants to shift the focus from looking “macho” to being self-aware and emotionally grounded.

Ayushmann’s image supports that shift. He speaks openly about self-care and mental health and stands for a kind of masculinity that includes vulnerability and empathy. His connection to the brand feels natural, not forced.

Together, they’re not selling a look, rather they’re promoting a mindset. The goal is to inspire men to feel comfortable in their own skin, without being boxed into old ideas. And that’s what makes this partnership both smart and meaningful.

The #GentlemanInYou Campaign by Ayushmann Khurrana

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The #GentlemanInYou campaign by The Man Company was launched around International Men’s Day to spark a conversation about what it really means to be a gentleman today. With Ayushmann Khurrana as the face of the campaign, the message went beyond grooming. It focused on breaking the old-school ideas of masculinity that still dominate in many parts of society.

In the video ad, Khurrana delivers a heartfelt poem. His words challenge gender stereotypes and ask men to look inward. He talks about the strength in showing emotion, the courage in being vulnerable and the value of treating others with respect. The tone is honest and thoughtful, nothing flashy, just real.

The campaign doesn’t tell men to be perfect. It encourages them to be more human. It shifts the focus from appearance to attitude, from toughness to empathy. By bringing emotional intelligence and inclusivity into the picture, #GentlemanInYou stands out.

It’s not just a marketing message; it feels like an invitation to rethink how we define manhood in modern society. 

Creative Approach and Content Strategy by The Man Company

The Man Company has taken a distinctive approach to content by blending poetry, multilingual storytelling and real-life narratives to challenge outdated notions of masculinity.

1. Poetry as a Medium for Change

In the #GentlemanInYou campaign, the brand employed poetry to address male stereotypes. Written by Gaurav Solanki and narrated by Ayushmann Khurrana, the poem critiques traditional portrayals of masculinity and encourages emotional openness. This artistic approach allowed the brand to connect with audiences on a deeper level, moving beyond conventional advertising techniques.

2. Reaching Diverse Audiences Through Language

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To ensure the message resonated across India's diverse population, The Man Company released the 'Gentleman Tum Hi Toh Ho' campaign in nine languages, including Hindi, Tamil and Bengali. They also provided a sign language version, making the content accessible to the hearing-impaired community. This inclusive strategy broadened the campaign's reach and reinforced the brand's commitment to diversity.

3. Highlighting Real Stories for Authenticity

The 'Hall of Gentlemen' campaign spotlighted everyday men making positive societal contributions. By featuring individuals like Raghavendra Kumar, known as the Helmet Man of India, the brand showcased authentic stories that align with its values. This focus on real people added credibility and relatability to the brand's message.

Through these strategies, The Man Company effectively communicates a modern, inclusive vision of masculinity, resonating with a broad audience and setting a new standard in men's grooming narratives.

The Impact and Reception From The Marketing Campaigns 

The Man Company’s campaigns struck a chord with audiences positively. Let’s understand the impact of marketing campaigns had on The Man Company. 

1. Stronger response on social media

Videos like #GentlemanInYou sparked active engagement. People didn’t just scroll by, they liked, commented and shared. Ayushmann Khurrana’s voice and message made the content feel personal. Viewers appreciated the honest tone and relatable themes. The campaigns led to spikes in traffic and stronger follower growth, especially around International Men’s Day.

2. A clearer brand identity

Instead of just selling grooming products, The Man Company built a voice that supports modern masculinity. Their definition of a gentleman isn’t based on outdated ideas, it focuses on self-care, respect and being emotionally aware. That helped the brand stand out from others in the same space. Customers started seeing them as a brand with a purpose, not just products.

3. Adding to a bigger conversation

By challenging old-school gender roles, the brand added value beyond marketing. It encouraged men to talk more openly about mental health, kindness and confidence. That resonated with a younger audience, especially those who are tired of rigid expectations.

In short, the campaigns did more than sell products. They made people think, relate and reflect—while still keeping the brand relevant and human.

A Look Into Business Growth and Strategic Partnerships

The Man Company has grown steadily by backing its message with smart business moves. In 2019, Ayushmann Khurrana joined the brand not just as a face, but also as an investor. His involvement added more than star power as it showed that he believed in the mission. His support helped boost credibility and reach, especially among younger, urban audiences.

Another major step came when Emami Ltd. acquired a significant stake in the company. Emami’s decision wasn’t random. It reflected trust in The Man Company’s long-term vision of grooming products built for the modern Indian man, backed by strong values. This partnership gave the brand more muscle in terms of resources, distribution and scale.

With this support, The Man Company is now looking to expand its product line and reach more cities. But it isn’t just about selling more. The brand remains focused on pushing its core message and redefining masculinity. That includes continuing its campaigns that encourage emotional strength, self-care and respect.

So far, this blend of business sense and purpose-driven branding has worked. The partnerships are helping the company grow, while keeping its identity intact. The goal ahead is clear: grow wider, stay grounded and keep building a brand that speaks to men who want to do better.

Get a Popular Celebrity Like Ayushmann Khurrana to Promote Your Brand!

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Get a celebrity like Ayushmann Khurrana to promote it. His strong influence and modern appeal can help you reach the right audience. Whether it’s for a campaign or long-term partnership, a known face builds instant trust. 

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