Priyanka Chopra slams ‘shameful’ Layer’r Shot body spray ad promoting rape culture
Bollywood celebrities including Priyanka Chopra, Richa Chadha and Farhan Khan are among those who have slammed the advert for Layer’r Shot, a men’s fragrance brand, calling it ‘shameful’, ‘disgusting’ and ‘incredibly tasteless’ “.
Its controversial ad shows four men appearing to stalk a frightened-looking woman in a store before cutting to one of the men, saying, “There’s four of us, there’s one, who’s shooting?”
It’s only when the woman turns around that it becomes clear it’s the body spray – which one of the men then picks up from a store shelf and uses.
The ad caused a social media storm, where critics including various celebrities blasted its insinuations as shedding light on the rape.
“This ad clearly promotes sexual violence against women and girls and fosters a rapist mentality among men. The ad is commendable and should not be allowed to appear on mass media,” Swati wrote. Maliwal, chairwoman of the Delhi Commission for Women, at the Ministry of Information and Broadcasting on Saturday.
Within 24 hours, the ministry had taken the ad off the air and asked Twitter and YouTube to remove it from their platforms.
In an email to Twitter, the department said the videos were “harmful to the portrayal of women in the interest of decency and morality” and violated the digital media code of ethics.
In a statement on Monday, Layer’r Shot apologized for the TV ads, saying they were “never intended to hurt anyone’s feelings or sentiments or outrage the public’s modesty. ‘a woman or to promote some kind of culture, as some mistakenly perceive it’.
The brand said it had voluntarily asked all of its media partners to stop running the ads from Saturday with immediate effect.
Even after the ad was pulled, it continued to cause controversy.
Actress Richa Chadha was among those to express her disgust, calling the creators of the ad “filth”.
“Creative, script, agency, client, casting…does everyone think rape is a joke?” Chadha tweeted.
“What incredibly vapid and twisted minds it takes to dream up, approve and create these ads reeking of ‘gang rape’ innuendos.
Actress Swara Bhasker said the perfume brand and its marketing agency had been “deaf” given the teenage girl’s alleged gang rape in an upmarket area of Hyderabad last Saturday.
The case shocked the state of Telangana, of which Hyderabad is the capital. Telangana Interior Minister Mohammed Mahmood Ali said on Saturday that “strong measures will be taken against all offenders, regardless of their origin”.