Two advertisements for the perfume brand Layer’R Shot have sparked intense controversy for allegedly promoting rape culture, drawing widespread condemnation across India. Launched in June 2022 during the England vs. New Zealand cricket series, these ads aired on television and social media, prompting outrage from the public and celebrities alike. The Ministry of Information and Broadcasting intervened, ordering their removal from platforms like YouTube and Twitter, while the Delhi Commission for Women (DCW) pushed for legal action. With India’s 900 million internet users amplifying the debate on social platforms.
The Content and Initial Backlash
The first ad depicts a couple in an intimate moment, disrupted when three men enter, asking, “Shot maara (did you take the shot)?” As one approaches the bed saying, “Ab humari baari (now it’s our turn),” the woman recoils in fear, only to realize they meant the perfume. The second ad shows four men near a lone woman in a store, debating, “There are four of us, but there’s only one—who will take the shot?” Her alarmed reaction shifts when they grab the perfume bottle. Shared by Instagram account Smish Designs, these ads were criticized for evoking fear of sexual assault, with netizens and actors like Priyanka Chopra and Richa Chadha labeling them “disgusting” and “tasteless.” The timing—amid rising crime statistics, with 77 rapes reported daily in 2020 per NCRB—amplified the outrage.
Regulatory Response and Corporate Apology
The backlash prompted swift action. The Advertising Standards Council of India (ASCI) flagged the ads for breaching decency codes, while the I&B Ministry deemed them “derogatory” and ordered their suspension on June 4, 2022. DCW chief Swati Maliwal demanded an FIR, leading to a case under Section 67 of the IT Act for obscene material, highlighting concerns over toxic masculinity. Layer’R Shot issued an apology on June 6, claiming no intent to offend and halting broadcasts, but the damage was done. Some argue the apology was a PR move to mitigate legal and reputational fallout, while others see it as evidence of poor judgment in a market sensitive to gender issues.
Cultural Implications and Ongoing Debate
This incident reflects broader tensions in India’s advertising landscape, where gender portrayal remains a contentious issue. The ads’ reliance on rape innuendos to sell perfume has reignited discussions on rape culture, especially given recent high-profile cases like the Hyderabad gang rape. Public sentiment on social media ranges from calls for stricter regulations to skepticism about corporate accountability, with some questioning if the outrage was overstated or manipulated for visibility. The perfume industry’s history of sexualized ads—e.g., Axe campaigns—adds context, but Layer’R’s approach crossed a line for many. As the legal process unfolds, the episode challenges advertisers to balance creativity with responsibility.
-By Manoj H
