DMRC removes breast cancer advertisement in Delhi Metro posted by Yujraj Singh’s NGO after huge backlash

The Delhi Metro Rail Corporation (DMRC), after receiving a huge backlash, said it had removed a breast cancer awareness advertisement from a subway train that read “check your oranges” at the bottom of the poster. DMRC said the advertisement was ‘inappropriate and not in good taste’.

DMRC said the controversial advertisement was found in only one train and was removed on October 23 at 7.45 pm.

In a post on The DMRC authorities found the content inappropriate and immediately took serious cognizance of the matter. The said advertisement was found to have only been displayed on one train and was removed on Wednesday (October 23, 2024) around 7:45 PM. DMRC always endeavors to be sensitive to public sentiments and does not encourage any form of campaign/activity/display advertising that is not in good taste or is contrary to the prevailing guidelines for advertising in public places. The Delhi Metro will make efforts to ensure that such incidents of inappropriate advertising do not take place on its premises.”

The issue came to the fore after netizens called out the NGO saying that breast cancer is a serious health problem in India and the issue should have been addressed directly with the use of the word breast and not by replacing it with orange.

Calling the ad shameful and embarrassing, an for goodness sake check your oranges? Who makes these campaigns, who approves them? Are we ruled by such stupid people that they let this poster become public?

Another user @_faiizaaaan said, “Have breasts become the ‘new oranges’? The Yuvraj Singh Foundation’s Cancer Awareness Poster makes the case. Women are reminded by the Delhi Metro posters to “check their oranges once a month “to help identify breast cancer at some point in its early stages.”

“I have a problem with this advertisement in the Delhi Metro. My own loving mother died of breast cancer, which when diagnosed was stage 4. The irony was that her son (me) was a breast surgeon at the time, and out of modesty, she told not even her own son, when it was a small lump, which could possibly be cured. So please don’t sexualize Breast cancer, the most common cancer worldwide. The major health department of TN has deputed adequate female surgeons, radiologists and pathologists in government hospitals for the detection of breast cancer, if female doctors ask for it. This month of October is Breast Cancer Awareness Month. There is nothing wrong with saying the word Breast in the context of breast cancer diagnosis and treatment,” wrote @Jasonphilip8.

The ad “disgusted and offended” Ishita Roy who wrote: “I am beyond disgusted and offended. My mother had breast cancer. It changed her and everyone else in her life. Then I see this? Is this a joke? Call boobs what they are” Why do you call them oranges or melons or things that sexualize them? What is this consciousness like if you don’t talk about it?’

According to reports, the breast cancer awareness ad was part of cricketer Yuvraj Singh’s NGO YouWeCan Foundation campaign.