New Delhi: Perfume brand Layer’r Shot is attracting flak for its recently released advertisements that allegedly promote rape culture. In the new ads, women are scared that they will be sexually assaulted or harassed by a bunch of men making suggestive comments. While the ads are not directed toward women, the internet is having a hard time dealing with the thought process behind them.
Some Bollywood celebrities including Farhan Akhtar and Richa Chaddha have expressed their disappointment. Farhan Akhtar tweeted, “What incredibly tasteless and twisted minds it must take to think up, approve and create these stinking body spray ‘gang rape’ innuendo ads..!! Shameful.”
Richa called for the agency and the brand to be sued. “This ad is not an accident. To make an ad, a brand goes through several layers of decision making. Creatives, script, agency, client, casting… DOES EVERYONE THINK RAPE IS A JOKE? Revelatory! This brand, the agency that made this ad need to be sued for the filth they’re serving,” the tweet read.
In the first ad, a man and a woman are shown sharing an intimate moment in a room. They are disrupted by three of his friends and one of them feels no hesitation in asking the ‘boyfriend’, “Shot maara (did you take the shot)?” The boyfriend replies in affirmation, leaving the ‘girlfriend’ in shock. We then see one of the three friends rolling up his sleeves to take the ‘shot “Ab humari baari (Now it’s our turn),” he says. This leaves the woman in an utter state of shock. However, the man picks up the perfume bottle from the dresser and she is relieved.
In the second ad, a woman is seen looking for something at a shopping mart. Suddenly, she fears four men expressing their desire to take a shot. “It’s four of us, and this is just one. Who will take the shot,” they ask. The shocked woman turns around and finds them to be talking about the perfume.
The I&B Ministry has asked Twitter and YouTube to take down the advertisement.
first published:June 4, 2022, 6:51 p.m.