Layer’r Shot FIR: FIR filed against the perfume brand Layer’r Shot for 2 “obscene” advertisements

Trouble doesn’t seem to be going away any time soon for fragrance brand Layer’r Shot.

Days after the backlash and apology came to light, reports that an FIR was filed against the company on Thursday for allegedly promoting “rape culture” through their advertisements.

Delhi Commission for Women (

) Chief Swati Maliwal filed a complaint last week. She had also written to Union Information and Broadcasting Minister Anurag Thakur to seek his intervention in the matter.

After Maliwal’s letter, the ministry ordered social media platforms and TV partners to remove the ad.

The women’s panel issued a notice to Delhi Police on June 4 asking them to file an FIR against Layer’r, alleging that the company’s advertisements “foster the culture of gang rape”. Maliwal strongly objected to the two ads which she said promote a “rapist mindset”.

“On the complaint of the Chairperson of the Delhi Women’s Commission, Swati Maliwal, Special Cell, the Delhi Police has registered an FIR under Section 67 of the Computers Act (Punishment for publication or transmission of obscene material in electronic form) regarding misogynistic advertising by ‘Layer Shot’ perfume brand which was recently released in mass media,” DCW shared.

Maliwal also said that she hopes the Ministry of I&B will put in place a rigorous system so that such an advertisement is never shown on television again. “Exemplary action on this matter is needed to deter advertisements promoting sexual violence against women and girls,” she added.

Earlier this week, the company issued an apology for the ads while saying they were only running “after necessary and mandatory approvals”. The company said it had no intention of hurting anyone’s feelings.

“This refers to our last two Layer’r SHOT TV commercials on various broadcast platforms. We, the Layer’r SHOT brand, would like to inform everyone that only after necessary and mandatory approvals do we ran the advertisements , where, we never intended to hurt anyone’s feelings or feelings or outrage women’s modesty or promote any kind of culture, as misperceived by some. However, we sincerely apologize for the advertisements that have caused rage among individuals and several communities and beg their forgiveness. Most importantly, we have voluntarily notified all of our media partners to halt the telecast/broadcast of the two TV commercials beginning June 4 with immediate effect,” the company’s statement read following the controversy.

(With PTI entries)

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