Popuar perfume brand ‘LAYER’R’ slammed by people as soon as the layer’r shot advertisement streamed, leading the suspension of the ad.
In two new LAYER’R Shot advertisements, a woman is shown being terrified of being sexually assaulted or harassed by a group of males making inappropriate comments and have been harshly criticized on Twitter, which many say, promotes rape culture.
The Information and Broadcasting Ministry, taking an action on Saturday ordered the suspension of a controversial advertisement which allegedly spoke about women in a derogatory manner. An inquiry has also been initiated as per the advertising code.
I&B Ministry has also written to Twitter and YouTube asking them to immediately take off this advertisement from their platforms.
🔲 @MIB_India asks #Twitter, #YouTube to take down “derogatory (Layer Shot) ad circulating on social media.”#layershot
(ANI) pic.twitter.com/5xDashcCzB
— NewsMobile (@NewsMobileIndia) June 4, 2022
In the first ad, phrase “Shot maara” and “Ab humari baari” were used by one of the three friends who barged into an intimate momenet between a lady and a man. The woman recoils in fear, perhaps of being attacked. However, the man picks up the ‘Shot’ perfume bottle from the dresser.
How does this kind of ads get approved, sick and outright disgusting. Is @layerr_shot full of perverts? Second ad with such disgusting content from Shot.@monikamanchanda pic.twitter.com/hMEaJZcdmR
— Rishita💝 (@RishitaPrusty_) June 3, 2022
“Hum chaar aur ye ek.. Shot kon lega?” four men are shown conversing in a convenience store in another advertisement. As there is just one bottle of body perfume left, the man asked who will take it. To the woman seen with a cart nearby, though, the way they discuss it seems unpleasant. The woman, on the other hand, looked afraid and stunned in the second advertisement.
Thank you for tagging us. The ad is in serious breach of the ASCI Code and is against public interest. We have taken immediate action and notified the advertiser to suspend the ad, pending investigation.
— ASCI (@ascionline) June 3, 2022
While many have criticised the ads for being disrespectful of women and promoting rape culture, Swati Maliwal, the chairperson of the Delhi Commission For Women (DCW), tweeted that they reflected “toxic masculinity in its worst form” and that she has raised the issue with the Delhi Police and the Information and Broadcasting Ministry.
Fuming at cringe worthy ads of the perfume ‘Shot’. They show toxic masculinity in its worst form and clearly promote gang rape culture!The company owners must be held accountable. Have issued notice to Delhi Police and written letter to I&B Minister seeking FIR and strong action. pic.twitter.com/k8n06TB1mQ
— Swati Maliwal (@SwatiJaiHind) June 4, 2022