More Trouble For Layer'r Shot, Delhi Police Files FIR Over Offensive Ads Promoting Rape Culture
The Delhi Police has filed a case against perfume brand Layerr Shot for allegedly promoting rape culture through its advertisements. Delhi Commission For Women Chairperson Swati Maliwal had issued a notice to Delhi Police on June 4 seeking action in the matter. Last week the company had created massive outrage on social media after their ads were broadcasted on Sony Liv during the first Test match between England versus New Zealand. Many accused ...Read More
Following a complaint by the Delhi Commission For Women (DCW) chief Swati Maliwal last week, the Delhi Police has filed a case against perfume brand Layer'r Shot for allegedly promoting 'rape culture' through its advertisements.
"On the complaint of Delhi Commission for Women Chairperson Swati Maliwal, Special Cell, Delhi Police has registered an FIR under Section 67 IT Act (Punishment for publishing or transmitting obscene material in electronic form) in the matter of misogynistic advertisement by ¡®Layer Shot' perfume brand which was recently played in mass media," the DCW said.
??? ?????????? ?? ??? ?????? ?? ¡®????? ????¡¯ ????????????? ?? ??? ????????? ?? #DCW ????? @SwatiJaiHind pic.twitter.com/As5WmfGVrf
¡ª Delhi Commission for Women - DCW (@DCWDelhi) June 9, 2022
Swati Maliwal's complaint to Delhi Police
Objecting strongly to the two ads, which according to her promoted a ¡°rapist mindset¡±, Maliwal had issued a notice to Delhi Police on June 4 seeking action in the matter.
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¡°On my complaint, the Delhi Police has registered an FIR in the matter. I hope strong action is taken against the owners of Layer Shot company as well as those involved in creating and publishing this outrageous advertisement on TV, which clearly encourages toxic masculinity and gang rape,¡± she said.
Fuming at cringe worthy ads of the perfume ¡®Shot¡¯. They show toxic masculinity in its worst form and clearly promote gang rape culture!The company owners must be held accountable. Have issued notice to Delhi Police and written letter to I&B Minister seeking FIR and strong action. pic.twitter.com/k8n06TB1mQ
¡ª Swati Maliwal (@SwatiJaiHind) June 4, 2022
Layer'r Shot's problematic ads
Last week, Layer'r Shot, owned by Adjavis Venture Limited based in Ahmedabad, Gujarat had created massive outrage on social media after their ads were broadcasted on Sony Liv during the first Test match between England versus New Zealand.
Many accused the brand of promoting rape culture and trivialising the issue of women's safety.
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Following the outrage, the Advertising Standards Council of India (ASCI) said on Twitter that it has taken immediate action and notified the advertiser to suspend the ad, pending investigation.
Over the weekend, the Information and Broadcasting (I&B) ministry had also ordered the suspension of two advertisements.
Layer'r Shot's clarification that missed the point
Reacting to the controversy, the company issued a clarification claiming that only after due and mandatory approvals, were the advertisements aired.
¡ª Layer'r Shot (@layerr_shot) June 6, 2022
The company, however, did not specify what approvals it was talking about as there is no pre-screening or approvals from any external body before airing ads.
The company went on to claim that it never intended to hurt anyone's sentiments or feelings or outrage any women's modesty or promote any sort of culture.
Even after the nationwide outrage, the company's statement said their ads were "wrongly perceived by some."
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¡°However, we sincerely apologise for the advertisements that consequentially caused rage amongst individuals and 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 June 4 with immediate effect," the company had said.
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Bobins Abraham is the Assistant News Editor at Indiatimes. He has more than twelve years of experience in TV and digital journalism. An avid student of history and geopolitics, he is a conservationist and environmentalist at heart. He writes on environment, sustainability, human-animal conflict and more.
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