The concerned regulating authority - in this case, the Advertising Standards Council of India - is conducting an investigation.
Meanwhile, the chairwoman of the Delhi Commission for Women, Swati Malilwal, has stated: "(Layer'r Shot) A deodorant commercial openly promotes the country's rape culture. We've given Delhi Police notice that a FIR must be filed and that the ad must be removed from all platforms immediately."
The adverts were reportedly shown during the England versus. New Zealand cricket match, according to Twitter users. Both commercials depict women in a 'difficult place,' fearful of being sexually assaulted or harassed by a group of guys making inappropriate comments.
The first commercial features a couple in their bedroom. Four of the 'boyfriend's' pals enter the room shortly after and inquire, "Shot maara lagta hai (Seems you took the shot)?" He confirms that he did, which stuns the woman. "Ab humari baari (Now it's our turn)," one of them says as he rolls up his sleeves and approaches the bed. The woman recoils in terror, possibly fearful of being attacked, but the ad then reveals that the male is not the one who has attacked her.
The second commercial is shot in a grocery store and has a group of men standing behind a woman having a chat. When another man asks, "To shot kaun lega (Who will take the shot)?" one of them responds, "Hum char aur ye sirf ek (We're four and this is just one)." Overhearing the chat, the girl turns around in rage and panic when the ad shows they were talking about the final bottle of body spray.
Both advertisements elicited heated reactions from social media users, with many questioning those in charge of authorising the concept.