Actor Priyanka Chopra. (Photo PTI)
Bombay, June 5 (PTI) Hrithik Roshan and Priyanka Chopra Jonas are the latest Hindi film personalities to slam the perfume brand which is facing condemnation for promoting ‘gang rape culture’ with its latest series of adverts.
The acting duo also praised regulators for their swift action and the removal of ads.
The two ads for perfume brand Layer Shot sparked outrage from a large swath of social media users, who claimed the ads sought to promote sexual violence against women.
Speaking to his Instagram Stories on Sunday, Hrithik said he was “shocked and appalled” by the insensitivity of the ad.
“How could the whole team associated with this project think it was OK to do and present?” asked the “War” star.
“Kudos to viewers for speaking out and to regulators for taking appropriate action,” the actor added in his post.
On Saturday, the Ministry of Information and Broadcasting asked Twitter and YouTube to remove the videos of the advertisements from their social media platforms.
In letters to Twitter and YouTube, the ministry said the videos were “harmful to the representation of women in the interest of decency and morality” and in violation of information technology (guidelines for intermediaries and digital media code of ethics).
Commenting on Richa Chadha’s tweet criticizing the TV ad, Priyanka said she was happy the brand was named and humiliated on social media.
“Shameful and disgusting. How many levels of clearances did it take to get this ad lit green. How many people thought it was okay? I’m so glad it was called and now the ministry took it down. Horrible!'” The Matrix Resurrections actor wrote.
In a tweet, “Breathe” actor Amit Sadh said it was “heartbreaking” to see this ad circulating.
“…we must be better than that!! Appalled!” he added.
Previously, actors Farhan Akhtar, Richa and Swara Bhasker, and singer Sona Mohapatra blasted the ad.
The Ministry of I&B had also said that the Advertising Standards Council of India (ASCI) also found the videos in breach of its guidelines and asked the advertiser to suspend the advertisement on an immediate basis.