Mumbai: Hrithik Roshan and Priyanka Chopra Jonas are the latest celebrities in Hindi cinema to criticize the perfume brand facing condemnation for promoting “gang rape culture” with its latest ad series. The actor duo also praised the regulatory authorities for prompt action and taking the advertisements off air.
Two ads for perfume brand Laird Shot sparked outrage among a large section of social media users, who claimed that the ads sought to promote sexual violence against women. Taking to his Instagram Stories on Sunday, Hrithik said he was “shocked and shocked” at the insensitivity of the ad. “How could the whole team involved with this project think it was okay to build and show it?” The “War” star asked.
The actor further added in his post, “Congratulations to the audience for calling it quits and regulatory bodies for taking appropriate action.”
On Saturday, the Ministry of Information and Broadcasting asked Twitter and YouTube to remove videos of advertisements from their social media platforms. In a letter to Twitter and YouTube, the ministry had said the video was “harmful to the depiction of women in the interest of civilization and morality” and in violation of the Information Technology (Intermediary Guidelines and Digital Media Code of Conduct).
Commenting on Richa Chadha’s tweet criticizing the TV commercial, Priyanka said she was glad that the brand was named and maligned on social media. “Shameful and disgusting. How many levels of approval had to be taken for this ad to be flagged. How many people thought it was okay? I am so glad it was taken out and now the ministry has taken it down. Horrible !” “The Matrix Resurrections” actor wrote.
In a tweet, ‘Breathe’ actor Amit Sadh said it was ‘heartbreaking’ to see the ad in circulation. “…we have to be better than this!! Surprise!” He added.
Earlier, actors Farhan Akhtar, Richa and Swara Bhaskar and singer Sona Mohapatra had slammed the advertisement. The I&B ministry had also said that the Advertising Standards Council of India (ASCI) has also found the video in violation of its guidelines and asked the advertiser to suspend the advertisement on an immediate basis.
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