"Incorrectly viewed by some", says Layer'r Shot in a clarification statement
The latest advertising for Layer'r Shot deodorant provoked a backlash for being derogatory against women. As a result, ASCI decided to halt all ad distribution across all media. "We the brand Layer'r Shot would like to inform one and all that only after due & mandatory approvals, we have aired the advertisements, wherein, we never intended to hurt anyone's sentiments or feelings, outrage any women's modesty, or promote any sort of culture, as wrongly perceived by some," says Layer'r SHot in a statement. "However, we truly apologise for the commercials that resulted in wrath among individuals and communities, and we request their forgiveness," the statement continues. "On the morning of June 3rd, 2022, The Advertising Standards Council of India (ASCI) was informed to an advertisement of a deodorant product, which was in significant breach of Chapter II of the ASCI Code against Offensive advertising," according to an ASCI statement. In this example, ASCI sent a letter to the advertiser on June 3rd, advising them of the decision to halt advertising and inviting them to respond, which would be presented to the Consumer Complaints Council in the coming days.