Right now, India is in tremendous jeopardy for various reasons, and everyone has an opinion. Apart from widespread Muslim hostility, India has become increasingly known for rape cases, growing like wildfire. To top it off, Indian advertisements push obscene ads that promote rape culture and portray the true face of India. A recent perfume advertisement stunned everyone with its direction and dialogues, enraged everyone.
Even celebrities like Farhan Akhtar, Swara Bhaskar, Priyanka Chopra, Richa Chaddha, and others expressed dissatisfaction with the ad and its premise, which Farhan described as \”tasteless.\”
An Indian ad went viral all-over social media
The ad employs gang-rape as a sexual innuendo to advertise perfume, and everyone is frustrate with the ineffective story. Not only that, but many internet users are curious as to how the story was approve by various gatekeepers and made it to television screens.
Soon after the ad went viral, it was share nonstop on social media, and netizens and celebrities couldn\’t keep their passionate opinions to themselves.
Famous professor, Ashoke Swain tweeted
“Why is India the rape capital of the world and most unsafe country for a woman! An advert romanticizing gang rape.”
Richa Chadha Tweeted,
“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.”
Priyanka Chopra called the advertisement ‘appalling’.
“Shameful and disgusting. How many levels of clearances did it take for this commercial to be green-lit. How many people thought this was okay? I’m so glad that it was call out and now the ministry has taken it down. Appalling!”
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.”
Why is India the rape capital of the world and most unsafe country for a woman! An advert romanticizing gang rape. pic.twitter.com/jD6K3CjJeQ
— Ashok Swain (@ashoswai) June 4, 2022
Journalists are in control
Not only celebrities have criticised the ad\’s creators, but one of the brand\’s commercials, \”First ad: Girl gets afraid as four men contemplate \’taking a shot,\’\” said journalist Anshul Saxena.
Second advertisement: A girl is startled as four men enter a room and inform a couple that it is now their turn to \’take the shot.\’ The makers, actors, and writers of the \’Layer Shot\’ ad were aware that they propagated rape culture.\”
Monica Verma, another journalist, reintroduced the same. \”The Layer Shot Ad is terrible. Although the government has outlawe it, the entire creative team should imprisoned for encouraging rape culture. In our country, there is a violent gang-rape every single day!\”
The IMIB prohibits broadcasting
\”The above-mentioned videos are detrimental to the portrayal of women in the interest of decency or morality, and in violation of rule 3(1)(b)(ii) of the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021, which inter alia provides that the users shall not host, display, upload, modify, publish, transmit, store, update, or broadcast,\” India\’s Ministry of Information and Broadcasting wrote in a detailed letter to Twitter and YouTube.
\”It should noted that the concerned videos were also broadcast on television,\” the letter continued. The Advertising Standards Council of India (ASCI), which establishes the Code for self-regulation in television advertising by rule 7(2)(ix) of the Cable Television Network Rules 1994, has also deemed the video to violate its guidelines. As a result, ASCI has advised the advertiser that the ad would be suspended immediately.\”
The rapid response of the brand
The News Minute is the source of this information.
The brand eventually responded to the situation and addressed everything. \”We would want to notify one and all that we have only shown the advertising after receiving all necessary clearances, and that we never intended to damage anyone\’s feelings, outrage any woman\’s modesty, or promote any sort of culture, as some have incorrectly believed.\”
However, we truly regret and request their forgiveness for the commercials that resulted in fury among individuals and communities. Most importantly, we have voluntarily informed all of our media partners that both of our television advertising will no longer be broadcast with immediate effect.\”