'Wrongly Perceived By Some': Perfume Firm Issues Apology After Backlash Over Controversial Ads

The development comes after a large section of social media users claimed the advertisements sought to promote sexual violence against women.

A screengrab of one of the ads

Source : Screengrab/Youtube

Amid outrage over its two new advertisements, perfume company Layer'r Shot on Monday issued an apology and said it was not its intention to hurt or outrage any women's modesty or promote any sort of culture. In a statement on Twitter, the brand said the advertisements were aired "only after due and mandatory approvals".

The development comes after a large section of social media users claimed the advertisements sought to promote sexual violence against women.

"This is with reference to our recent two TV advertisements of Layer'r SHOT on various broadcasting platforms. We, the brand Layer'r SHOT would like to inform one and all that only after due & mandatory approvals, we have aired the advertisements, wherein, we never intended to hurt anyone's sentiments or feelings or outrage any women's modesty or promote any sort of culture, as wrongly perceived by some," the brand said in a statement.

"However, we sincerely apologise for the advertisements that consequentially caused rage amongst individuals and several communities and beg their pardon," it further said.

The company said it had "voluntarily informed all media partners to stop the telecast/broadcasting of both the TV advertisements from June 4 with immediate effect".

READ | Bollywood Celebs Reacts Angrily On The Shameful Perfume Ad

Last week, the I&B Ministry asked Twitter and YouTube to remove from their social media platforms the videos of the advertisements. In letters to Twitter and YouTube, the ministry said the videos were "detrimental to the portrayal of women in the interest of decency and morality" and in violation of guidelines.

The Advertising Standards Council of India has also "suspended" the two advertisements. "The ad is in serious breach of the ASCI Code and is against public interest. We have taken immediate action and notified the advertiser to suspend the ad, pending investigation," the regulatory body wrote.

Delhi Commission For Women (DCW) chairperson Swati Maliwal has said that the advertisements reflected "toxic masculinity in its worst form" and she had taken up the matter with the Delhi Police and Information and Broadcasting Ministry.