New Delhi: Recently a perfume advertisement has sent shock waves among netizens and Bollywood celebrities. Perfume brand Lear’s latest ad for men’s perfume ‘shot’ uses gang rape and sexual innocence to promote their perfumes. People are totally perplexed how this kind of distasteful advertisement got approval at multiple levels and how it got made on the television screen. Actresses Priyanka Chopra, Farhan Akhtar, Swara Bhaskar and Richa Chadha expressed anger.
“This ad is no accident. To create an ad, a brand goes through many layers of decision-making. Creative, script, agency, client, casting… Does everyone think rap is a joke? Revelation, Richa Chadha tweeted.
This ad is no accident. To create an advertisement, a brand goes through several layers of decision making. Creative, script, agency, client, casting… Does everyone think rape is a joke? Revelation! This brand, the agency that created this ad, should be prosecuted for the mess they are serving. https://t.co/M3YjbljAYN
Priyanka Chopra replied to his post and called the ad ‘horrific’. “Shameful and disgusting. How many levels of approval it had to take to get this ad flagged. How many people thought it was okay? I am so glad it was called and now the ministry has taken it down. Horrible!”
Shameful and condemnable. How many levels of approval had to be taken for this advertisement to be flagged? How many people thought it was okay? I am very happy that it was called and now the ministry has removed it. Terrible!
Farhan Akhtar tweeted, “How tasteless and perverted mind must be to think, approve and create spontaneous ads of these stinky body spray ‘Gang Rape’..!! Shameful.”
It takes an incredibly tasteless and distorted mind to think, approve and make these stinky body spray ‘gang rape’ spontaneous commercials..!! Shameful.
Swara Bhaskar described the ad as ‘beyond disgusting’ and tweeted, “A teenage girl was gang raped in Hyderabad – such incidents happen everyday in India…beyond disgusting! Not just tone deaf but criminals too.” Absolutely embarrassing! Which agency made this?”
Gang rape of a teenager in Hyderabad – such incidents happen daily in India. @layerr_shot Choose to prank TV commercials and do ‘cool-ifying’ rape and gang rape. beyond disgusting! Not only tone deaf but criminal too! Absolutely embarrassing! Which agency made it? https://t.co/8tRbDTfuez
Sona Mohapatra reacted to the ad and wrote, “Theme – Gangrape. Gagging after seeing this here on my twitter timeline and wondering if giving them extra publicity is worse.”
Theme – Gang rape. Gagging after seeing this here on my twitter timeline and wondering if giving them extra publicity is even worse. https://t.co/XrWPsQYsQ2
According to news agency ANI, the Ministry of Information and Broadcasting has ordered the suspension of the advertisement. Investigation has also been started.
I&B ministry asks Twitter, YouTube to remove “derogatory (layer’er shot) ad circulating on social media”. pic.twitter.com/9aFUlKf97z
In a letter addressed to Twitter and YouTube, the I&B ministry said, “The above videos are injurious to depiction of women in the interest of decency or morality, and are in violation of Rule 3(1)(b)(ii). The Information Technology (Intermediate Guidelines and Digital Media Code of Conduct) Rules, 2021, which, inter alia, provide that the User may host, display, upload, modify, publish, transmit, store, update or share any such information Will not do anything that is abusive or harassing on the basis of gender.”
The letter further said, “It may be mentioned that the related videos were also telecast on TV. In this regard, the Advertising Standards Council of India (ASCI), which lays down the code for self-regulation in advertising on TV in terms of Rule 7(2)(ix) of the Cable Television Networks Rules 1994, has also recommended the video as per its guidelines. Violator found. In this regard, ASCI has informed the advertiser to suspend the advertisement on immediate basis.
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