"Disrespectful towards women" was how many on the social media described the ads.
The government has asked Twitter and YouTube to take down two controversial ads by a body spray brand that sparked a massive controversy for their "derogatory" content. "The video is detrimental to the portrayal of women in the interest of decency or morality," said the Ministry of Information and Broadcasting.
The action by the government came after the Advertising Standards Council of India (ASCI) found the ads in "serious breach" of their code and against public interest.
The advertisement watchdog “suspended” two new Layer'r Shot advertisements “pending investigation” after their content was flagged by several social media users, saying it "promotes rape". “Disrespectful towards women” was how many on the social media described the inappropriate ads.
One of the controversial ads shows a young couple in a bedroom when four men - who seemed to know the man in the room - enter without knocking. They then randomly ask a crude question to the woman before proceeding to take the 'Shot' perfume kept on a table, hinting they were talking about the spray the whole time.
The other ad features the same set of men in a convenience store, standing behind a woman. The men then heard saying "there are four of us, but there's only one, who will get a shot". It then shows he visibly shocked woman turning to them when one of them out to grab a single bottle of 'Shot' perfume kept on a rack.
Delhi Commission For Women (DCW) chairperson Swati Maliwal tweeted earlier in the day that the advertisements reflected “toxic masculinity in its worst form”. She also said that she has taken up the matter with the Delhi Police and Information and Broadcasting Ministry.
Several actors have also crticised the perfume brand for promoting "gang rape culture" with the "tasteless" advertisements.
"What incredibly tasteless and twisted minds it must take to think up, approve and create these stinking body spray 'gang rape' innuendo ads!! Shameful," wrote Farhan Akhtar.
Richa Chadha said both the brand and the agency that came up with the advertisements should be "sued for the filth they're serving".
"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?" tweeted Swara Bhasker.
Singer Sona Mohapatra criticised the ads and wrote, "Theme - Gang-rape. Gagging after I saw it here on my twitter timeline & wondering if giving them additional publicity is worse." Earlier in the day, the Information and Broadcasting Ministry asked Twitter and YouTube to remove the videos of the advertisements from their social media platforms.