New Delhi Delhi India NewsVoir Its not every day that an Indian A-list celebrity opens up about a sensitive subject For International Mens Day MensXP collaborated with one of Indias biggest Digital Content Creators Bhuvan Bam to talk about the various misconceptions and cultural tropes that men fall prey to as part of the brands DontManUp campaign As part of this collaborative effort MensXP and Bhuvan Bam have released a poignant video where the digital icon recites a poem that is bound to tug at the heartstrings of men fed-up with flawed narratives like Men Dont Cry Toughen Up or Be The Man Of The House This heartfelt piece is meant to highlight the insurmountable pressures that are created in the lives of men from an early age A man crying is unfortunately considered an absurd anomaly a muse for ridicule in fact But why are men expected to stiffen-up their upper-lip when things get tough How do we let go of such redundant cultural hardwiring Being the premier progressive Mens lifestyle platform in India MensXP explores these questions through the DontManUp campaign MensXPs DontManUp campaign challenges several outdated expectations and encourages the modern man to embrace their vulnerability with an open heart and utmost sincerity The exclusively digital campaign promises thought-provoking content and conversations with many notable influencers partaking in the exercise The BB Ki Vines phenomenon opens up about his struggles with confronting his deeper more complicated emotions and the journey he undertook peeling through the varied layers of his masculinity in order to be the man he is today Speaking on this months MensXP cover Bhuvan said Theres a lot that men have on their plates from small expectations like men dont cry to its the primary job of Men to run the house etc so many times we find them knowingly or unknowingly suppressing their emotions and grief While society thinks its not very manly to have a breakdown or be expressive of negative emotions its high time we speak about the elephant in the room and make expressions of grief okay irrespective of the gender Personally its a matter of great satisfaction that MensXP continues to champion its core agenda despite scaling at a rapid pace over the last decade Our DontManUp campaign this International Mens Day is more than just another piece of content It reiterates our commitment to building Indias biggest community for men Were deeply passionate about creating impact by raising awareness around key issues starting meaningful conversations and building safe spaces for men a reflection of which is visible in our special digital cover with Bhuvan MensXP Founder Angad Bhatia said MensXPs content is consumed by 23 mn users every month Its commerce arm MensXP Shop hosts 600 premium brands with over 20000 carefully curated products Besides their bespoke homegrown labels like MensXP Mud Mojama Fraternity IndiyungMensXP collective the mens only shopping platform is designed around grooming wellness and fashion as its core categories Within a year of its launch MensXP Shop has emerged as the go-to destination for Indian men to discover content and products that help them navigate their social lives Check out the full MensXP cover story here wwwmensxpcomentertainmentcelebrities96417-bhuvan-bam-poem-international-mens-day-dont-man-uphtml YouTube wwwyoutubecomwatchvaUpNB0992cA Instagram wwwinstagramcompCWXl4PqjQYf About MensXP MensXPcom is the largest Indian lifestyle website for men owned by Times Internet a division of the Times Group With over 23 million monthly users it is Indias largest website in its specialty MensXPcom was founded by brothers Ankur and Angad Bhatia in 2009 Image 1 Bhuvan Bam in MensXPs International Mens Day Campaign DontManUP Video Dont Man Up Ft Bhuvan Bam aka BB Ki Vines International Mens Day MensXP DontManUp PWR PWR