The ‘wokeism’ and anti-Hindu stance of the advertisement industry had already become a menace to Indian culture. While we expected the industry to introspect after the protests against multiple ads last year, it seemingly has stooped to a lower level this time.
Body spray and perfume ads have always been popular for promoting a sexual culture. Most of the perfume ads are vulgar, problematic, or insensitive. But what if these ads end up promoting rape culture? What if these ads stereotype men to project them as rapists?
Yes, the two advertisements for the body spray Layer’r Shot have done the same and thus, are earning the wrath of netizens.
Layer’r shot’s new ads are bizarre
Who will take the first shot? These are the words of a man during a discussion with his friends. The statement doesn’t sound defamatory until you notice a girl in the ad. Yes, the statement was used while referring to a girl.
The ad goes something like this. It features four men at a store having a conversation. When they spot the last remaining bottle of the Layer’r perfume, one of them says who will take the “shot” since there are four of them and just one of it. What is offensive is that during this conversation, a woman is shown in the ad and not the body spray. The woman then turns back, angry at the four men assuming they are talking about her.
https://twitter.com/RishitaPrusty_/status/1532632641815515136
Let’s talk about another creepy ad for the same brand. The second Layer’r Shot ad begins with a couple in a bedroom. Four of the guy’s friends enter the room. One of them says, “Shot mara, lagta hai” to which the guy replies “Han, maara na.”
The ad then reveals that the friends were just asking to use the perfume kept in the room.
https://twitter.com/monikamanchanda/status/1532587311019438080
The ad promotes “rape culture” and defames men
The advertisements have invited the wrath of netizens and social media users are slamming the brand Layer’r Shot for its disgusting ads. One Twitter user called out the makers calling the ad disgusting. She wrote, “There have to be some regulations for ads man. Layer’r Shot deo ad is nothing short of disgusting actually. Even though I knew it was an ad and it wouldn’t happen. The fear for a second I felt was real. Imagine making an ad on the fears of millions of women! WTF!”
There have to be some regulations for ads man. That Shot deo ad is nothing short of disgusting actually. Even though I knew it was an ad and it wouldn't happen. The fear for a second I felt was real. Imagine making an ad on the fears of millions of women! WTF!
— Monika 👩🏼🍳🍽 (@monikamanchanda) June 3, 2022
Instagram account Smish Designs shared the video to highlight that the women shown in the ad are scared that they will be sexually assaulted or harassed by a bunch of men.
The post read, “Notice the fear in women in these ads, I shudder in fear looking at them, this fear is relatable, we shouldn’t have to be made to feel like this for the sake of a men’s deodorant ad.”
However, the netizens seem to have ignored another aspect of the ad. How it conveniently projects men in a bad light? How does the ad stereotype men as the offender and women as the victim?
Read more: Prega News knows how to destroy woke feminist ideals
Well, we cannot expect the pseudo-feminist ad-makers to recognise the fact that men could be a victim too.
Wait, my apologies! Those who made a mockery out of such a sensitive subject that is rape culture, cannot be expected to do anything logical, inspiring, and entertaining as well. What they can do is objectify women and project men as offenders.
But, we definitely expected strict and immediate action by the Advertising Standards Council of India (ASCI). ASCI has called this ad a ‘serious breach of the ASCI Code’ and ‘is against public interest.’ The ad is likely to be suspended soon.
The advertising industry must understand that entertainment is different from obscenity and vulgarity. They should refrain from making such ads that can cause harm to society and promote heinous crimes.
