Perfume firm Layer’r Shot on Monday issued a clarification and an apology over its latest ads that allegedly promoted rape tradition. Taking to Instagram, the brand issued an announcement. It learn, “This is on the subject of our latest two TV ads of Layer’r SHOT on numerous broadcasting platforms. We, the brand Layer’r SHOT want to inform every one that solely after due & necessary approvals, we’ve got aired the ads, whereby, we by no means meant to harm anybody’s sentiments or emotions or outrage any ladies’s modesty or promote any type of tradition, as wrongly perceived by some.” (Also Read | Priyanka Chopra is livid at ‘shameful and disgusting’ fragrance adverts, asks: ‘How many individuals thought this was okay?’)

“However, we sincerely apologise for the ads that consequentially induced rage amongst people & a number of communities and beg their pardon. Most importantly, we’ve got voluntarily knowledgeable all our media companions to cease the telecast/broadcasting of each the TV ads from 4th June with quick impact,” additionally learn the letter.

The letter of clarification posted by the brand on social media.

One of the adverts confirmed 4 males inside a retailer, standing behind a girl, saying “there are 4 of us, however there’s just one, who will get a shot”. The shocked lady circled to see that certainly one of them seize a single bottle of ‘Shot’ fragrance stored on the shelf. In one other advert, a pair is seen having an intimate second inside a room when three extra males entered hinting that they’ll take a shot as effectively. While the lady acquired scared pondering they spoke about her, one of many males took a fragrance bottle. The adverts have been closely criticised by celebs and different social media customers on Twitter and Ins

Earlier a number of Bollywood celebs together with Priyanka Chopra, Hrithik Roshan, Farahan Akhtar, and Richa Chadha, amongst others had criticised the adverts. On his Instagram Stories, Hrithik wrote, “How may all the staff related to this challenge suppose this was OK to make and showcase? Kudos to the viewers for calling it out & the regulatory our bodies for taking applicable motion.”

Filmmaker Farhan Akhtar tweeted, “What extremely tasteless and twisted minds it should take to suppose up, approve and create these stinking physique spray ‘gang rape’ innuendo adverts..!! Shameful.”

Richa Chadha wrote on Twitter, “This advert shouldn’t be an accident. To make an advert, a brand goes by a number of layers of resolution making. Creatives, script, company, shopper, casting…DOES EVERYONE THINK RAPE IS A JOKE? Revelatory! This brand, the company that made this advert have to be sued for the filth they’re serving.”

Reacting to Richa’s tweet, Priyanka Chopra tweeted, “Shameful and disgusting. How many ranges of clearance did it take for this industrial to be inexperienced lit. How many individuals thought this was okay? I’m so glad that it was referred to as out and the ministry has taken it down. Appalling!”

After the outrage, the Ministry of Information and Broadcasting ordered the suspension of the fragrance adverts. Within hours of coming to the discover, the I&B ministry got here into motion and suspended the commercial.

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