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Layer'r Shot Ad To Be Removed From Social Media & TV Telecast, Raises Questions On 'Rape Joke'
Writer: Shashwat Swaroop Garg
My name is Shashwat Swaroop Garg, I'm 21 years old and I am from Kanpur, Uttar Pradesh. I am a media student at Symbiosis Institute of Media and Communication, Pune. I am currently pursuing my specialization in Journalism. I am interested in playing videogames, reading and learning about new and interesting things and I work well in a team
India, 5 Jun 2022 7:44 AM GMT | Updated 5 Jun 2022 8:35 AM GMT
Editor : Shiva Chaudhary |
A post-graduate in Journalism and Mass Communication with relevant skills, specialising in content editing & writing. I believe in the precise dissemination of information based on facts to the public.
Creatives : Shiva Chaudhary
A post-graduate in Journalism and Mass Communication with relevant skills, specialising in content editing & writing. I believe in the precise dissemination of information based on facts to the public.
The ad has been called out on social media for promoting rape culture. The I&B ministry has also asked Twitter and YouTube to take the videos down and stop their television telecast.
The Information and Broadcast (I&B) Ministry asked Twitter and YouTube on Saturday, June 4, to remove the Layer'r Shot advertisement from the platforms. The ad triggered a massive controversy and became a huge topic of conversation on social media.
Many Twitter users, including some celebrities, have called out the ads, expressed their views, and said that the advertisement promotes "gang-rape culture."
In a report by DNA, the I&B Ministry, in its letters to Twitter and YouTube, said that the ad was "detrimental to the portrayal of women in the interest of decency and morality and in violation of Information Technology (Intermediary Guidelines and Digital Media Ethics Code)".
The Ministry also stated that the Advertising Standards Council of India (ASCI) found that the ad violated its guidelines and that it is holding an inquiry regarding the advertisements.
What Did The Ad Portray?
According to Twitter users, there were two ads about the product, and both of them were broadcasted during the England vs New Zealand cricket match. Netizens noted that the ads showed women in a 'tough spot,' as they were scared that they would be sexually harassed or assaulted by a bunch of men who were making suggestive comments.
The first ad shows a couple sitting in a bedroom, and four of the boy's friends enter the room and ask him if he "took the shot," the boy says yes, and his friend states that now it is his turn to take a shot. The woman recoiled in fear, but as the ad progressed, it showed that the other man was picking up a deodorant bottle from the table.
The second ad takes place in a supermarket in which a woman is looking for something from one of the shelves. A group of men is shown standing behind the woman and conversing. One of the men says, "We are four, and this is just one," while another man asks, "Who will take the shot?" The woman overhears them and turns around in fear, and the ad shows that the men are talking about the last remaining deodorant bottle on the shelf.
Public Outrage On Social Media
People on social media have reacted strongly to both advertisements, with many questioning the people in charge of approving the idea.
Swati Maliwal, the Chairperson of the Delhi Commission for Women (DCW), said, "(Layer'r Shot) Deodorant advertisement blatantly promotes the rape mentality in the country." She added that a notice has been issued to the Delhi Police and that an FIR will be registered to take down the ad from all platforms. She also tweeted about it.
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
Actors like Farhan Akhtar, Richa Chadha and Swara Bhasker also expressed their disgust over the ad and slammed it on social media.
Farhan Akhtar tweeted, "What incredibly tasteless and twisted minds it must take to think up, approve and create these stinking body spray 'gang rape' innuendo ads!! Shameful."
What incredibly tasteless and twisted minds it must take to think up, approve and create these stinking body spray 'gang rape' innuendo ads..!! Shameful.
— Farhan Akhtar (@FarOutAkhtar) June 4, 2022
Richa Chadha, in her tweet, said, "This ad is not an accident. To make an ad, a brand goes through several layers of decision making. Creatives, script, agency, client, casting... Does everyone think rape is a joke? Revelatory!"
This ad is not an accident. To make an ad, a brand goes through several layers of decision making. Creatives, script, agency, client, casting… DOES EVERYONE THINK RAPE IS A JOKE? Revelatory! This brand, the agency that made this ad need to be sued for the filth they're serving. https://t.co/M3YjbljAYN
— RichaChadha (@RichaChadha) June 4, 2022
Swara Bhasker said, "A teenage girl was gang raped in Hyderabad-such incidents happen daily in India.. companies like @layerr_shot choose to make TV adverts joking abt & 'cool-ifying' rape & gangrape. Beyond disgusting! Not just tone deaf, also criminal! Absolutely shameful! What agency created it?" in her tweet.
A teenage girl was gang raped in Hyderabad-such incidents happen daily in India.. companies like @layerr_shot choose to make TV adverts joking abt & 'cool-ifying' rape & gangrape. Beyond disgusting! Not just tone deaf, also criminal! Absolutely shameful! What agency created it? https://t.co/8tRbDTfuez
— Swara Bhasker (@ReallySwara) June 4, 2022
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