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A conversation with Rishabha Nayyar with Jasravee Kaur Chandra in this new episode of Jagged with Jasravee addresses some key questions like 

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1. What are the current stereotypes of men in advertising and popular culture? 
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2. How to un-stereotype men and develop a progressive narrative for men? 
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3. Why do we make men appear as villain, whenever we make woman a hero ? 
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4. Why can't a brand redefine how a man ought to be ? 
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5. Why can't men potrayal be real and authentic in popular culture?
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• Rishabha argues than 'bashing men' has become a formula for every FMCG brand trying to woo the women. Create the man to be a villain. A good for nothing, unreasonable and demanding character who would probably even put the Bollywood villains to shame. He comes across as Mogambo of movie \u2018Mr India\u2019.  
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• Rishabha analyses advertising and cinema in our country over the last 10 years and comes up with typical stereotypes of men in popular culture 
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1. Macho Man : Very brave, risk-taking and adventurous. Boys envy him and girls adore him. Fear or vulnerability are not word that exist in his dictionary 
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2. Insensitive Man: Believes that while the Mughals have left the country, he is still their descendant and should therefore be treated like royalty. Will sit and do nothing. For him everyone is a servant 
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3. Provider : He is the male version of \u2018Mother India\u2019 in the context of doing things for others. He lives to only fulfil the dreams of everyone other than himself. He gets great joy in never doing something that makes him happy  
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• Rishabha asks the fundamental question- Why does a man need to be the \u2018Chief wage Earner\u2019? Why can\u2019t he be one of the wage earners.Why put so much pressure on him. He believes that the man of tomorrow wants to do things for the family but also fulfil his own dreams and desires. He wants to be a co-parent and not the absent parent. An interesting case in point is the SBI Life  ad wherein the husband quits his job and lives his dream of  doing a stand-up comedy   
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• Rishabha argues that the problem with continuing to put out the traditional masculine stereotypes is two-fold. One we are being as unfair to men, like we we were to women, in the past. If un-stereotype women is a movement, then we should start a similar movement for men. Secondly, we are slowing down the pace of change for men in the society as the role models that we are putting out are regressive, dated and stereo-typical.                     
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• Rishaba thinks that what is missing when it comes to the narrative on men is authenticity. Neither is the guy in the \u2018Share the Load\u2019 ad real nor is the \u2018Complete Man\u2019. Why does the take on men have to be so black and white? As with all things in life, men too have their greys. Why can\u2019t brands project them like that? The problem with the extreme projections that we currently have is that they are devoid of reality and as a result do not set the right expectations.He rounds it by discussing issues like should men themselves stop shying away from the reality and openly express their vulnerability / and raise a voice against incorrect portrayal .  #whatmenwant\u200b\u200b #consumertrends\u200b #thecompleteman be real and authentic ?  
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Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd.