Social media platforms YouTube and Twitter have been asked to remove a controversial advertisement for body sprays called “Shot” by the Layer’r brand. The ad was posted on social media to promote rape culture. According to people familiar with the matter, letters have been sent by the government to both platforms stating that the “video is harmful to the representation of women in the interest of decency or morality” and that it violates the technologies of Information (Intermediary Guidelines and Digital Media Code of Ethics) Rules 2021.

An investigation is carried out by the relevant regulatory body – in this case, the Advertising Standards Council of India.

Meanwhile, Swati Malilwal, chairwoman of the Delhi Commission for Women, said: “(Layer’r Shot) The deodorant ad blatantly promotes the rape mentality in the country. We have notified the Delhi Police that the FIR needs to be registered and the ad should be taken down from all platforms immediately.

According to Twitter users, the ads were shown during the England vs New Zealand cricket match. Both ads show women in a “difficult point”, fearing being sexually assaulted or harassed by a group of men making suggestive comments.

The first announcement begins with a couple in the bedroom. Shortly after, four of the guy’s friends walk into the room and ask the “boyfriend”: “Shot maara lagta hai (looks like you shot)?” He replies yes, leaving the woman in shock. One of them then rolls up his sleeves and starts approaching the bed saying, “Ab humari baari (Now it’s our turn). The woman recoils in fear, possibly of being assaulted, but the ad then reveals that the man had just picked up the perfume bottle from the dresser.

The second commercial is shot in a grocery store where we see a group of men in the middle of a conversation, standing behind a woman. One of them says: “Hum char aur ye sirf ek (There are four of us and it is only one)”, while another man asks: “To shot kaun lega (Who will shoot)? “. The girl, overhearing the conversation, turns around in anger and fear when the ad reveals they were discussing the last remaining bottle of body spray.

Social media users have reacted strongly to both ads, with many questioning those responsible for endorsing the idea.