The Ministry of Information and Broadcasting (I&B) ordered the suspension of controversial deodorant commercials by perfume company Layer’r on Saturday. According to the ministry, an investigation is being conducted in accordance with the advertising code.
On social media, the ad is being chastised for fostering rape culture. The ministry has also requested that Twitter and YouTube take the appropriate steps to remove controversial ads.
“It should be noted that the videos in question were also broadcast on television. The Advertising Standards Council of India (ASCI), which establishes the Code for self-regulation in television advertising in accordance with rule 7(2)(ix) of the Cable Television Network Rules 1994, has also judged the video to be in violation of its rules in this regard. “In this regard, ASCI has notified the advertiser to immediately halt the ad,” the letter continued.
Two of the Layer’r Shot adverts were highly criticized on social media platforms such as Twitter and Facebook, with individuals pointing out the ads’ nasty and provocative language.
A boy and a girl, who appear to be a couple, are seated on a bed in the advertising when four additional boys enter the room. “Shot mara lagta hai!” one of them exclaims. [I’d like to try a shot!]. “Haan, mara na,” the boy on the bed responds. The first boy says, “Ab humari baari” [Now it’s my turn] and approaches the girl, who appears frightened.
The boy then picked up a bottle of ‘Shot,’ a body spray, and the girl looked relieved.
“The ad is in major contravention of the ASCI Code and is against public interest,” the Advertising Standard Council of India remarked on Twitter. We took immediate action and advised the advertiser that the ad will be suspended pending an inquiry.”
Meanwhile, netizens responded angrily, labeling the advertising as “an attempt to promote rape.”
