Hrithik Roshan and Priyanka Chopra Jonas are the latest cinema personalities to criticise the perfume brand that is facing condemnation for promoting “gang rape culture” with its latest advertisement series.

The actor duo also praised regulatory authorities for swift action and taking the advertisements off air.

The two ads of perfume brand Layer Shot sparked outrage among a large section of social media users late last week, who claimed the advertisements sought to promote sexual violence against women.

Taking to his Instagram Stories on Sunday, Hrithik said he was “shocked & appalled” at the insensitivity of the commercial, PTI reported from Mumbai.

“How could the entire team associated with this project think this was OK to make and showcase?” the ‘War’ star asked.

“Kudos to the viewers for calling it out & the regulatory bodies for taking appropriate action,” the actor further said 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 had said the videos were “detrimental to the portrayal of women in the interest of decency and morality” and in violation of Information Technology (Intermediary Guidelines and Digital Media Ethics Code).

Commenting on Richa Chadha’s tweet slamming the TV commercial, Priyanka Chopra Jonas, now based in Los Angeles, said she was glad that the brand was named and shamed on social media.

“Shameful and disgusting. How many levels of clearances did it take for this commercial to be green lit. How many people thought this was ok? I’m so glad that it was called out and now the ministry has taken it down. Appalling!” the actor wrote.

In a tweet, ‘Breathe’ and ‘Avrodh’ actor Amit Sadh said it was “heartbreaking” to see this advertisement in circulation. “… we have to be better than this !! Appalled !” he added.

Previously, actors Farhan Akhtar, Richa Chadha, Swara Bhasker, and singer Sona Mohapatra had lambasted the advertisement.

MIB, in its missive to social media platforms, had also said that the Advertising Standards Council of India (ASCI) has found the videos in violation of its guidelines and asked the advertiser to suspend the advertisement on an immediate basis.

In letters to Twitter and YouTube, MIB said that the videos were “detrimental to the portrayal of women in the interest of decency and morality”, apart from breaching other rules.

“Fuming at cringe worthy ads of the perfume ‘Shot’. They show toxic masculinity in its worst form and clearly promote gang rape culture! The company owners must be held accountable. Have issued notice to Delhi Police and written letter to I&B Minister seeking FIR and strong action,” Swati Maliwal, Chairperson of the Delhi Commission for Women, said.

Responding to the outrage sparked by the advertisement, the ASCI said on Twitter Saturday: “The ad is in serious breach of the ASCI Code and is against public interest. We have taken immediate action and notified the advertiser to suspend the ad, pending investigation.”

Chadha said both the brand and the agency that came up with the advertisements should be “sued for the filth they’re serving”.

“This ad is not an accident. To make an ad, a brand goes through several layers of decision making. Creatives, script, agency, client, casting… does every everyone think rape is a joke? Revelatory!” she tweeted.

Referring to the Hyderabad gang-rape case, Bhasker said she found the ads “beyond disgusting”.

“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?” she posted.