How Brands Celebrated International Men's Day on Social Media in 2025

International Men's Day 2025 happened on social media. Brands turned to Instagram, TikTok, and YouTube as their main channels, partnering with creators to celebrate the day where audiences already are.

The messaging shifted too. Instead of outdated "tough guy" stereotypes, campaigns focused on vulnerability, mental health, and emotional wellness. Masculinity became about authenticity and openness, not just physical strength.

For creators, this matters. International Men's Day is now a creator-driven moment that spans weeks, powered by short-form video, UGC, and influencer partnerships. Brands are actively seeking voices in wellness, grooming, mental health, fatherhood, and lifestyle—especially micro and niche-language creators.

If you're a creator in these verticals, International Men's Day 2025 shows what brands want, how they're collaborating, and where opportunities are heading.

How Brands Celebrated International Men's Day 2025

MediBuddy

India's largest digital healthcare company launched its #PowerUpGuys campaign using retro 8-bit gaming visuals. The 57-second film reimagined men's health as a video game where "health" is the ultimate power-up.

Each level represented different life stages men navigate—battling invisible enemies like stress, skipped check-ups, and emotional fatigue. The campaign was conceptualized and produced by MediBuddy's in-house creative team and promoted across Instagram, TikTok, and YouTube.

The gaming format appealed to millennial men, using nostalgia to normalize conversations about mental health and preventive care. By blending humor with a gentle nudge, it reminded men that looking after themselves is as essential as any daily responsibility.

SNITCH (India) – "Just Say It"

Men's fashion brand SNITCH partnered with Verve Media to create "Just Say It," an ad film addressing how men rarely receive compliments.

The campaign followed a young man in SNITCH clothing drawing admiring glances from neighbors, office workers, and elevator passengers—but no one actually said anything.

By highlighting these familiar silent moments, the campaign encouraged men to break the habit and voice appreciation. The content rolled out on Instagram Reels and YouTube Shorts, with a focus on observational humor that felt relatable rather than preachy.

The film captured the gap between appreciating someone and actually expressing it, treating compliments as small but meaningful gestures that can build confidence and ease social stiffness.

Beardo (India) – Bobby Deol Brand Film

Beardo, India's leading men's grooming brand, unveiled a powerful brand film featuring actor Bobby Deol.

The film opened with the question "What does it mean to be a man?" and explored masculinity through Bobby's evocative narration. It emphasized resilience, responsibility, and accountability—celebrating men who rise after setbacks and carry burdens silently.

Through Bobby's character, the film portrayed men as resilient and responsible, highlighting their capacity to rise after setbacks and carry responsibilities with dignity.

The campaign ran on Instagram, YouTube, and Facebook, positioning masculinity not as performance but as legacy built on character and courage. Beardo reinforced its brand identity as unapologetic, unfiltered, and focused on authentic self-expression, urging men to reclaim their identity with pride and purpose.

Hunter Beer (India) – "Men Don't Need Words—They Just Get It"

Hunter, the flagship strong beer from SOM Group, launched a culture-forward campaign celebrating unspoken male communication.

The campaign highlighted how men communicate through nods, quick glances, half-sentences, and silence—capturing the quiet brotherhood and effortless camaraderie men share.

Content rolled out across Instagram, Facebook, and TikTok, using short-form video to showcase real moments of male friendship: planning weekends, navigating setbacks, celebrating wins.

The campaign showcased how men communicate volumes through glances, gestures, and shared humor without lengthy exchanges, highlighting unspoken understanding as a defining part of male friendships. The hashtag #MenJustGetIt resonated with men who identified with this non-verbal communication style.

Movember Foundation (Global) – "Movember 2025"

Though technically a month-long initiative, Movember aligned with International Men's Day 2025 to amplify men's health awareness globally. The campaign encouraged men to grow moustaches throughout November while raising funds for prostate cancer, testicular cancer, and mental health research.

Movember used Instagram, TikTok, and X (Twitter) to share progress photos, creator partnerships, and health facts.

Creators and everyday men documented their "Mo" growth journeys, shared personal health stories, and encouraged followers to donate.

The campaign included downloadable templates, filters, and branded hashtags (#Movember2025, #MensHealthMatters) making it easy for creators to participate without needing video production skills.

Movember's global reach and grassroots format made it one of the most successful men's health campaigns of the year, with participation spanning over 80 countries.

Emcure Pharmaceuticals (India) – MS Dhoni Anaemia Awareness Campaign

Emcure Pharmaceuticals launched a nationwide public awareness campaign featuring cricketer MS Dhoni addressing anaemia among Indian men.

Released on International Men's Day, the video highlighted alarming statistics from the National Family Health Survey-5: 31% prevalence among adolescent boys and 25% among adult men. The campaign aimed to encourage early diagnosis and treatment, breaking the stigma around men seeking medical help for conditions often dismissed as "women's health issues."

The content was distributed across YouTube, Instagram, and Facebook, with Dhoni's credibility as a sports icon lending weight to the health message.

The campaign emphasized that anaemia can lead to decreased attention span, poor work performance, and reduced productivity—issues that directly impact men's daily lives but are rarely discussed openly.

IGP x Tim Hortons (India) – International Men's Day Partnership

IGP, a global D2C gifting platform, partnered with Tim Hortons India for a thoughtful International Men's Day initiative on November 19th.

The collaboration offered special gifting experiences at selected Tim Hortons outlets across India, reflecting how brands are increasingly embracing smaller, often-overlooked occasions to create meaningful consumer connections.

The campaign extended across social media with Instagram Stories, Reels, and posts encouraging people to celebrate the men in their lives with thoughtful gestures.

The partnership demonstrated how brands can collaborate cross-category to reach audiences authentically, using a combination of in-store experiences and digital amplification to create moments of joy and deepen emotional connections around consumer-centric celebrations.

ResMed (India) – "Don't Snooze the Snore" Campaign

ResMed launched a brand film under its "Don't Snooze the Snore" campaign to raise awareness about Obstructive Sleep Apnea (OSA).

The film portrayed everyday situations—movie theatres, meetings, flights—where snoring is dismissed with humor, before showing a critical home moment that underscores its seriousness.

Timed with International Men's Day, the campaign encouraged men to take ResMed's Home Sleep Test, emphasizing the importance of early intervention for a condition that disproportionately affects men.

The content ran on YouTube, Instagram, and Facebook, using relatable scenarios to shift perceptions of snoring from a joke to a legitimate health concern. The campaign sought to normalize medical intervention and promote healthier sleep habits across India.

Elver (India) – "#ChanceToConnect"

Elver, the D2C electronics brand, launched #ChanceToConnect to honor the silent strength of men.

The digital campaign highlighted unseen struggles and quiet moments of reflection that men carry—as fathers, partners, and providers.

Through cinematic voiceovers and contemplative visuals, the campaign invited men to pause, breathe, and reconnect with themselves amid the hustle of their many roles. The content was distributed across Instagram, YouTube, and LinkedIn, with a focus on emotional and mental health.

The campaign unfolded through a contemplative narrative, highlighting the weight men bear in the form of expectations, responsibilities, and societal pressure to be strong and unbreakable. Its tone was gentle and introspective, offering a tribute to men's unseen emotional labor rather than celebrating achievements alone.

Government of Wales (UK) – "Sound" Campaign

The Welsh Government's "Sound" campaign, promoted on International Men's Day, focused on Violence Against Women, Domestic Abuse, and Sexual Violence (VAWDASV) from a male allyship perspective.

The campaign targeted 18-34-year-olds through social media platforms, teaching men and boys to reflect on unhealthy and harmful behaviors and "sound it out" with other men.

Featured participants included drill artist Sage Todz, nominated for the 2025 Welsh Music Prize, who discussed how relationships and perceptions of masculinity influenced his music.

The campaign was celebrated by White Ribbon UK as a valuable approach in engaging men as allies in gender equality. Through the Sound campaign, men and boys learned about all aspects of VAWDASV, creating a person-centered connection that challenged traditional notions of masculinity.