I&B Ministry orders suspension of Layer'r Shot deodorant ads; probe announced

Following massive outrage on social media, the Information and Broadcasting (I&B) ministry on Saturday ordered the suspension of controversial deodorant advertisements by perfume brand Layer'r for their new body spray "Shot".

The ministry said an inquiry will take place as per the advertising code. It has also asked Twitter and YouTube to take necessary actions for the removal of the controversial advertisements.

These advertisements from Layer'r came to light with two of them being heavily criticised over social media as users pointed out the distasteful, suggestive comments made.

"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," the Advertising Standards Council of India (ASCI) replied to a tweet.

As per users, the ads were broadcasted during the ongoing England vs New Zealand cricket match. Both the ads show women in "tough spots", getting scared that they will be sexually assaulted or harassed by a bunch of guys making suggestive comments.

The Delhi Commission of Women (DCW) chairperson Swati Maliwal also took cognisance of the matter and wrote to the I&B ministry, asking them to take down the ads.

• The first ad starts with a couple in the bedroom. Shortly after four of the guy's friend enter the room and ask the boyfriend, "Shoot mara lagta hai" (Seems you took the shot)? He replies that he did, leaving the women in shock. One of them then rolls up his sleeves and begins to approach the bed saying, "Ab humari Baari"(Now it's our turn). The women recoils in fear of being attacked but the ad then reveals the man picking up the perfume bottle and leaving.

क्या वाक़ई ये विज्ञापन सामान्य है ?
अगर नहीं तो संज्ञान लीजिए @smritiirani @NCPCR_ @sharmarekha @SwatiJaiHind pic.twitter.com/1AXUrRDAH0

— Anurag Dixit (@anuragdixit2005) June 3, 2022

• The second ad is set in a grocery store where a group of men are seen having a conversation standing behind a woman. One of them says, "Hum chaar aur yeh sirf ek"(We are four and this is just one), when another man " To Shot kaun lega"(Who will take the shot then)?. The woman overhearing the conversation in anger and fear turns when the ads reveals they were discussing the last remaining perfume bottle.

परफ्यूम का एड बना रहे हैं या गैंगरेप मानसिकता को बढ़ावा दे रहे हैं? किस स्तर के घटियापन को क्रिएटिविटी की आड़ में छुपाकर बेच रहे है। ऐसे वाहयात ऐड TV पे चलने से पहले कोई चेक नहीं होता? मैं पुलिस और I&B मंत्रालय को लिख रही हूँ इनपे FIR करने के लिए एवं ऐड को तुरंत बंद करने के लिए। pic.twitter.com/9ZfPMROo55

— Swati Maliwal (@SwatiJaiHind) June 4, 2022