'Tasteless' & 'disgusting': Hrithik Roshan, Priyanka Chopra & Farhan Akhtar lambast Layer'r Shot ads that joked about rape

The two advertisements of perfume brand Layer’r Shot had every one fuming – from netizens to the Information and Broadcasting Ministry (I&B Ministry)– for the vulgar and incentive way it promoted rape culture.

Needless to say, authorities were quick to take action against it. I&B requested Twitter and YouTube to remove the advertisements from their platforms immediately after it stirred a backlash on social channels. And now, Bollywood celebrities too have come out publicly to condemn the advertisement, and applaud authorities' efficiency in shutting them down with immediate effect.

Actor Hrithik Roshan recently took to his Instagram Stories to say that he is ‘shocked & appalled’ on seeing the insensitive commercial. “How could the entire team associated with this project think this was OK to make and showcase?”

The actor, however, praised the viewers for ‘calling it out’ and the regulatory bodies ‘for taking appropriate action.’ Roshan’s ‘Agneepath’ co-star Priyanka Chopra Jonas also chimed in with the actor and several other Bollywood stars and criticised the perfume brand.
Commenting on Richa Chadha's tweet slamming the TV commercial, Chopra said she was glad that the brand was named and shamed on social media.

“Shameful and disgusting. How many levels of clearances did it take for this commercial to be green lit. How many people thought this was ok? I’m so glad that it was called out and now the ministry has taken it down. Appalling!” wrote the 'Barfi' actress.

Chadha in her tweet had also questioned those who greenlighted the advertisements and asked if all of them thought that ‘rape is a joke?’
In another tweet, ‘Breathe’ actor Amit Sadh also criticised the advertisement. "... we have to be better than this !! Appalled !" he added.
Actor Farhan Akhtar called out the makers of the advertisement and said, “What incredibly tasteless and twisted minds it must take to think up, approve and create these stinking body spray ‘gang rape’ innuendo ads..!! Shameful.”
Actress Swara Bhasker also demanded to know which agency made the advertisement and thought that it was okay to ‘cool-ify rape culture’
The actress took to her Twitter and wrote, “A teenage girl was gang raped in Hyderabad-such incidents happen daily in India.. companies like @layerr_shot choose to make TV adverts joking abt & ‘cool-ifying’ rape & gangrape. Beyond disgusting! Not just tone deaf, also criminal! Absolutely shameful! What agency created it?”

Previously, the I&B ministry wrote a letter to Twitter and YouTube calling the videos "detrimental to the portrayal of women in the interest of decency and morality" and in violation of Information Technology Intermediary Guidelines and Digital Media Ethics Code. Following the condemnation, the ads were removed from the platforms.

The Advertising Standards Council of India (ASCI) also found the videos in violation of its guidelines and asked the advertiser to suspend the advertisement on an immediate basis.