Perfume Brand Claims Triggering Ad Was Aired After "Due And Mandatory Approvals"

Perfume brand Layer'r Shot tweeted a statement of clarification regarding their two recent advertisements that were criticised for ‘promoting gang rape’ and ‘rape culture'.

Layer'r Shot's statement stated that the two advertisements were only aired “after due and mandatory approvals” and that “we never intended to hurt anyone’s sentiments or feelings or outrage any women’s modesty or promote any sort of culture, as wrongly perceived by some”.

Layer’r Shot then apologised for the advertisement that “consequentially caused rage amongst individuals and several communities”.

The brand added that it had “voluntarily informed” all of its media partners to stop the broadcasting of both advertisements from June 4 with immediate effect. The post which was positioned as an apology statement also mentioned that the advertisement was aired after "due and mandatory approvals".

The Advertising Standards Council of India (ASCI), Delhi Commission for Women (DCW), Swati Maliwal Chairperson of DCW, and Press Information Bureau (PIB) were tagged in the tweet.

What were the controversial Layer’r Shot advertisements?

The first Layer’r shot advertisement was set in a store where four men and a woman were shopping. One man says, “Hum chaar woh ek? Shot kaun lagayega?” as the woman looks concerned. Then, she sighs in relief after one of the men takes a bottle of perfume and sprays himself.

The second advertisement begins with a couple in a bedroom, then four friends enter and ask the same question, “Shot kaun lagayega?” The woman is shown visibly relieved when it's revealed that they were asking to use perfume.

The advertisement recognised how dangerous the situation seemed and decided to turn it into a punchline of a joke.

The Advertising Standard Council of India was tagged on social media regarding the advertisement and tweeted that “The ad seriously violates the ASCI Code and is against the public interest”.

The Information and Broadcasting Ministry asked Twitter and YouTube to remove the two “inappropriate and derogatory” advertisements.

Swati Maliwal, Chairperson of the Delhi Commission for Women, tweeted that the advertisements “show toxic masculinity in its worst form and clearly promotes gang rape culture”.

Actor Richa Chadha tweeted that advertisements go through several steps before approval and asked “does everyone think rape is a joke”.

Suggested Reading: How The Recent Perfume Ad Promotes Rape Culture In India