Metrosexuality and Indian Male

Indian male has stormed a hitherto women's bastion and that too with a bang. Indian advertising is witnessing a sea change with metrosexual man causing ripples in the mad-ad world with his appeal and style.

Metrosexual, a relatively recent jargon, is yet to find mention in popular dictionaries, however men with this tag have already rocked the rather conservative Indian advertising arena.The locution befits men who take extra-care of their appearance, regularly visit beauty parlours for all those beauty treatments so far associated with women only, such as manicures and pedicures, facials, waxing, and much more.

Carrying their softer feminine side on their sleeves, they are not embarrassed with their ways which are in stark contrast with the image of a macho man.

Experts say that Indian urban male has become far more conscious about himself and his looks and spends substantial amount of his income on personal grooming and beauty products.

The changing trend has given marketers an idea to launch advertising campaigns where well-preened men are endorsing products instead of female models.Lux, one of the oldest brands of India's premiere Hindustan Levers Limited, has featured Bollywood icon Shahrukh Khan in its 75th anniversary celebrations advertisements. The brand so far was endorsed only by reigning Bollywood beauties.

The sweeping social changes have led to the doling out of new products, which especially cater to men. Hair gels, deodorants, colognes, after shave lotions, and a number of other toiletries are making inroads into the lives of urban males who have high disposable income and access to sophisticated shopping malls replete with a plethora of branded personal care products, clothes and accessories.

The latest to join the bandwagon is a new fairness cream "fair and handsome" launched by a renowned personal beauty care products company targeting complexion conscious men.The commercial for the cream, has, again a male model trying to woo pretty women with his complexion lightened by applying the cream.

Metrosexuality is, thus, one of the fastest emerging urban phenomenon that has given an entirely new dimension to the personality of the Indian male.Analysts, however, say that portraying men as metrosexuals might not go very well with the rural audience where the concept has still to find takers.

It is, however, rocking the urban India, where men won't mind going under the scalpel to get that perfect nose, lip, or opt for head-to-toe skin polishing to bring that extra gloss and brightness to their persona.