Social media platforms to take down body spray ad with ‘rape joke’, probe on

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The information and broadcasting (I&B) ministry on Saturday ordered suspension of controversial deodorant advertisements by perfume brand Layer’r for their new body spray ‘Shot’. The ad is being called out on social media for promoting rape culture. The ministry said an inquiry is being held as per the advertising code.

It asked Twitter and YouTube to take necessary actions for the removal of the controversial advertisements.

The Layer’r Shot advertisements came to light with two of them being heavily criticised on social media platforms like Twitter and Facebook as users pointed out the distasteful, suggestive comments made in the ads.

“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.

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

According to Twitter users, the ads were broadcasted during the England vs New Zealand cricket match. Both the ads show women in a ‘tough spot’, getting scared that they will be sexually assaulted or harassed by a bunch of men making suggestive comments.

The first ad starts with a couple in the bedroom. Shortly after, four of the guy’s friends enter the room and ask the ‘boyfriend’, “Shot maara lagta hai (Seems you took the shot)?” He replies that he did, leaving the woman 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 woman recoils in fear, perhaps of being attacked but the ad then reveals that the man was just picking up the perfume bottle from the dresser.

The second ad is shot in a grocery store where a group of men are seen having a conversation, standing behind a woman. One of them says, “Hum char aur ye sirf ek (We’re four and this is just one)”, when another man asks, “To shot kaun lega (Who will take the shot)?”. The girl, overhearing the conversation, turns around in anger and fear when the ad reveals they were discussing the last remaining bottle of the body spray.




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