The Delhi Metro Rail Corporation (DMRC) has taken down a breast cancer awareness advertisement from one of its trains after facing heavy backlash from social media users and daily commuters. The campaign, which referred to breasts as “oranges,” was criticized for being inappropriate and insensitive.
The controversial tagline, “Check your oranges,” was intended to raise awareness about the importance of early detection of breast cancer. However, it was deemed by many as offensive and not suitable for public display. Following the public’s reaction, the DMRC promptly removed the advertisement, stating that it was “not in good taste.”
In an official statement issued on Thursday, DMRC confirmed the removal of the ad. “This is in reference to the photograph of an advertisement on Breast Cancer Awareness, which was installed inside a Delhi Metro train. DMRC authorities found the content inappropriate and immediately took serious cognizance of the matter,” the statement read.
According to DMRC, the advertisement was displayed on only one train and was taken down on Wednesday, October 23, 2024, at around 7:45 p.m. The metro authorities assured the public that they aim to maintain sensitivity in public messaging and will ensure that such incidents are not repeated in the future. “DMRC always strives to be sensitive to public sentiments and does not encourage any campaign, activity, or display advertising that is not in good taste or in defiance of prevalent guidelines for public advertising,” the statement further noted.
The eye-catching advertisement, which was part of Breast Cancer Awareness Month, featured an AI-generated image of a woman holding oranges on a bus. The campaign urged women to conduct monthly self-examinations for lumps. The initiative was launched by the YouWeCan Foundation, a non-profit organisation founded by Indian cricketer Yuvraj Singh, to promote awareness and early detection of breast cancer.
Despite the campaign’s noble intentions, the advertisement was quickly met with controversy online, with the use of “oranges” as a metaphor being widely criticized. The imagery was said to trivialize a serious health issue and was deemed inappropriate for a public space like the metro.
The DMRC has reassured the public that it remains committed to upholding advertising standards and respecting public sentiments. “The Delhi Metro will endeavour to ensure that such incidents of inappropriate advertising don’t take place on its premises,” the statement concluded.
(Input from various sources)
(Rehash/Ankur Deka/MSM)