Priyanka Chopra to Hrithik Roshan: Celebs FUME over perfume ad promoting ‘gang rape culture’!

Priyanka Chopra to Hrithik Roshan: Celebs FUME over perfume ad promoting 'gang rape culture'!
Image credits: Instagram

A perfume advertisement has sparked huge controversy, leaving netizens as well as Bollywood celebrities including  Hrithik Roshan, Priyanka Chopra, Farhan Akhtar, Swara Bhaskar and Richa Chadha fumed. Perfume brand Layer’s recent ad for men’s body spray called ‘shot’ is facing criticism for promoting  “gang rape culture”. Angry social media users and celebrities said the advertisement sought to promote sexual violence against women. Expressing his shock via his Instagram Stories on Sunday, Hrithik asked: “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,” the actor further said in his post.

Hrithik Roshan on Perfume Ad
Image credits: Hrithik Roshan/Instagram

Fukrey star Richa Chadha claimed it was not an accident. “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 every everyone think rape is a joke? Revelatory,” she tweeted.

Replying to Richa’s post and  calling the advertisement ‘appalling’, global icon Priyanka Chopra wrote: “Shameful and disgusting. How many levels of clearances 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 now the ministry has taken it down. Appalling!”

Calling it a “stinking body spray ‘gang rape’ innuendo ad”, 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.”

Swara Bhasker said the ad was ‘beyond disgusting’ as she tweeted, “A teenage girl was gang raped in Hyderabad-such incidents happen daily in India… companies like @layerr_shot choose to make TV adverts joking abt & cool-ifying’ rape & gangrape. Beyond disgusting! Not just tone deaf, also criminal! Absolutely shameful! What agency created it?”

Reacting to the controversial advertisement, Sona Mohapatra wrote, “Theme – Gang-rape. Gagging after I saw it here on my twitter timeline & wondering if giving them additional publicity is worse.”

Meanwhile, acting swiftly, the Information and Broadcasting Ministry has ordered the suspension of the ad and has also initiated an inquiry, according to news agency ANI.

I&B Ministry, in a letter addressed to Twitter and YouTube stated, “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 share any information which is insulting or harassing on the basis of gender.”

Priyanka Chopra to Hrithik Roshan: Celebs FUME over perfume ad promoting 'gang rape culture'
Image: Screengrab from video

The letter further added, “It may be mentioned that the concerned videos were also broadcast on TV. In this regard, the Advertising Standards Council of India (ASCI), the body which lays down the Code for self-regulation in advertising on TV in accordance with rule 7(2)(ix) of the Cable Television Network Rules 1994, has also found the video to be in violation of its guidelines. In this regard, ASCI has notified the advertiser to suspend the ad on an immediate basis”.

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