Mohanlal’s New Ad Marks New Chapter in Masculinity: How Malayalam Stars Are Redefining Gender Norms With Grace

When legendary actor Mohanlal appeared in a recent jewellery advertisement, no one expected what came next. What began as a typical behind-the-scenes fashion shoot quickly turned into something far more powerful and poetic. Instead of showcasing grandeur or male dominance-common themes in men's luxury ads-this one celebrated tenderness, beauty, and fluid self-expression.

In the ad, directed by Prakash Varma, Mohanlal watches a model, Shivani, pose in glittering diamond jewellery. After she leaves, the jewellery mysteriously disappears, only to be found adorning Mohanlal himself. But instead of turning this into a gag, the ad takes a respectful, artistic turn: Mohanlal, alone in his vanity van, begins to dance with grace and fluidity-each gesture soft, elegant, and purposeful. Dressed in the same jewellery, he embraces a feminine energy not for the camera, but for himself.

This ad doesn't just sell diamonds-it breaks stereotypes.

A Quiet Revolution in South Indian Advertising

Mohanlal isn't the first Malayalam actor to challenge traditional masculinity. In 2023, Fahadh Faasil appeared in a jewellery ad wearing a delicate nose ring-a bold move in a society where such accessories are typically reserved for women. Fahadh's calm, almost serene demeanor in that ad made headlines for its understated power. The campaign stood out not just for its visuals, but for its message of gender inclusivity, blurring the line between what's "masculine" and "feminine."

These aren't isolated cases-they're signs of a deeper cultural shift.

Take Mammootty's role in Kaathal - The Core, for example. In the film, the veteran actor portrays a closeted gay man coming to terms with his identity. Instead of sensationalizing the subject, the movie presents his character with empathy and restraint-an incredibly rare move for mainstream Indian cinema. Mammootty's portrayal was widely appreciated for its maturity, sensitivity, and courage.

Malayalam Industry: Leading a Progressive Wave

Together, these moments form a progressive wave within Malayalam cinema and advertising. While the larger Indian film industry is still cautious about tackling issues of gender fluidity and non-traditional masculinity, Kerala's storytellers and stars are choosing to lean in.

By using their immense star power to question norms and celebrate vulnerability, actors like Mohanlal, Mammootty, and Fahadh Faasil are broadening the definition of what it means to be a man-not just on screen, but in real life too.

India's Ad World: Slow But Catching Up

Outside Kerala, a few other Indian ads have also dared to challenge gender stereotypes. Notably:

• Tanishq's "Pure as Love" ad portrayed an interfaith couple and faced both praise and backlash. Though not about gender directly, it opened up space for underrepresented narratives in mainstream advertising.
• Anouk's "Bold Is Beautiful" campaign featured a lesbian couple preparing to meet their parents, making it one of the first Indian ads to address same-sex relationships with grace.
• Biba's "Change Is Beautiful" ad questioned traditional arranged marriages, showing a woman who asks the groom if she can also interview him-a role reversal in patriarchal courtship traditions.

These examples, while commendable, remain rare. In contrast, the Malayalam industry seems more willing to move past commercial risk and embrace meaningful change-whether in film or advertising.

A New Definition of Heroism

What makes Mohanlal's ad so powerful isn't just the visual-it's the message: True confidence lies in self-expression, not conformity. There's something deeply moving about watching a superstar known for action-packed roles and rugged characters, surrender to stillness and softness in a moment of quiet grace.

As audiences clap, laugh, and reflect, one thing becomes clear: Malayalam stars are not just entertainers-they're change-makers. And in a country where film and fame often shape public thought, this shift toward gender-fluid storytelling could inspire the next generation to embrace authenticity over expectation.