Perfume firm Layer’r Shot on Monday issued a clarification and an apology over its latest commercials that allegedly promoted rape tradition. Taking to Instagram, the model issued an announcement. It learn, “This is with reference to our recent two TV advertisements of Layer’r SHOT on various broadcasting platforms. We, the brand Layer’r SHOT would like to inform one and all that only after due & mandatory approvals, we have aired the advertisements, wherein, 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.” (Also Read | Priyanka Chopra is livid at ‘shameful and disgusting’ fragrance advertisements, asks: ‘How many individuals thought this was okay?’)
“However, we sincerely apologise for the advertisements that consequentially caused rage amongst individuals & several communities and beg their pardon. Most importantly, we have voluntarily informed all our media partners to stop the telecast/broadcasting of both the TV advertisements from 4th June with immediate effect,” additionally learn the letter.
One of the advertisements confirmed 4 males inside a retailer, standing behind a girl, saying “there are four of us, but there’s only one, who will get a shot”. The shocked girl rotated to see that considered one of them seize a single bottle of ‘Shot’ fragrance saved on the shelf. In one other advert, a pair is seen having an intimate second inside a room when three extra males entered hinting that they’ll take a shot as nicely. While the girl bought scared pondering they spoke about her, one of many males took a fragrance bottle. The advertisements had been closely criticised by celebs and different social media customers on Twitter and Ins
Earlier a number of Bollywood celebs together with Priyanka Chopra, Hrithik Roshan, Farahan Akhtar, and Richa Chadha, amongst others had criticised the advertisements. On his Instagram Stories, Hrithik wrote, “How could the entire team associated with this project think this was OK to make and showcase? Kudos to the viewers for calling it out & the regulatory bodies for taking appropriate action.”
Filmmaker 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 Chadha wrote on Twitter, “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.”
Reacting to Richa’s tweet, Priyanka Chopra tweeted, “Shameful and disgusting. How many levels of clearance did it take for this commercial to be green lit. How many people thought this was ok? I’m so glad that it was called out and the ministry has taken it down. Appalling!”
After the outrage, the Ministry of Information and Broadcasting ordered the suspension of the fragrance advertisements. Within hours of coming to the discover, the I&B ministry got here into motion and suspended the commercial.
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