Why IB Ministry banned Layer’r Shot deodorant advertisement?
Layer’s Shot ad leaves the netizens in anger by promoting rape culture.
Brand advertising is the essential way to promote products of any company. There are several innovative ways brand advertising can be seen in the digital platforms. Yet, deodorant brands are too far away from reaching innovation in the arena of advertising rather they most comfortable in sexualizing. Axe deodorant has also used several objectifying attempts towards women to sell their products. In recent time, Layer’s Shot has reserved that place in their current advertisement.
One of their advertisement has been airing on SonyLiv during the Test match between England versus New Zealand that raised ample amount of controversy. The ad featured two couple sitting in the bedroom while a guy enters the room to ask his friend, “Shot mara? (Did you take the shot)” to which he replies, “Haan mara na (Yes, I did).” Then he folds sleeve and says, “Ab hamari bari. (Now, it’s my time).” The girl instantaneously looked shocked. Once the guy moves to take the bottle of deodorant, the girl looks relieved.
This has left the netizens conflicted and several tweets has been tweeted in protest of the advertisement.
Information and Broadcasting Ministry orders suspension of controversial deodorant advertisement. An inquiry is being held as per the advertising code. pic.twitter.com/ozcfzQEMAA
— ANI (@ANI) June 4, 2022
(Layer'r Shot) Deodorant advertisement blatantly promotes the rape mentality in the country. We've issued notice to Delhi Police that FIR must be registered & ad must be immediately taken down from all platforms: Swati Maliwal, Chairperson, Delhi Commission for Women pic.twitter.com/A200SZ9kGu
— ANI (@ANI) June 4, 2022
This is not the first time the advertisement agencies has created such mess for selling deodorants to male use. The netizens accused the brand of promoting the rape culture.
The netizens has tagged the Advertising Standards Council of India (ASCI) to take prompt action. The ASCI has responded by agreeing that the ad violates the ASCI code and notified the advertiser to suspend the ad.
