After a huge backlash, the Layer Shot advertisement was recently pulled down by Information and Broadcast Ministry. The ad was released a while back, which caused a massive controversy across the country. Netizens felt a need to question the reason for these ads. How can these ads be telecasted on television?
As you might have already seen, the ad portrays four men standing in a shop/mall. A woman just walks in. Later, the boys say, “We are four, but it is only one. Then who will get the shot?” The woman gets shocked and turns around when she sees the one bottle of Shot perfume. Then one of the boys grabbed the bottle.
Why should advertisements like Layer Shot not be aired?
The moment the Layer Shot advertisement aired on national television, it grabbed the headlines for allegedly “promoting sexual violence against women.” Global icon Priyanka Chopra called it disgusting, while actor Richa Chanda said, “Does everyone think rape is a joke?” Many celebrities pitched their voices against the advertisement and even called the theme of the advertising Gang-rape. The ad has been criticized for encouraging rape culture. Furthermore, netizens demanded it to be banned since it delivers an incorrect message to society in every aspect.
ASCI Action & Company Clarification
ASCI issued a notice to Layer Shot advertiser in which it specifies the potential violation of ASCI’s Chapter II. It states that advertisements should contain nothing indecent, vulgar, especially in the portrayal of women, or nothing repulsive which is likely, in the light of generally prevailing standards of decency, to cause severe and widespread offense.
On the other hand, reacting to the outrage, Layer’r Shot has clarified and stated that the company had no intention of hurting the sentiments of the women’s modesty. Further, it also added that the advertisement was aired after due and mandatory approvals. At the same time, the company apologizes to people and many communities and has also stopped airing on television with immediate effect.
— Layer’r Shot (@layerr_shot) June 6, 2022
How do advertisements impact society?
Do you remember when A.R. Rahman’s Airtel Music ruled everyone’s minds? Most of the Airtel users also kept the music as their call ringtone. Everyone kept on humming the song. Similarly, the “Jo mera hai wo tera hai, Jo tera hai wo mera” advertisement also impacted people back then. It became so popular that we all used to apply this tagline to our friends. It is precisely how an advertisement drops an impact on society. What we like, we enforce it into our real life.
In a short period, television ads grab many people. As a result, ads, movies, or any other form of media can easily connect with people’s minds. Each ad conveys a positive or negative message to people. But the outrage on these commercials somewhere indicates a clear statement of non-acceptance.
