DMRC Removes Delhi Metro Breast Cancer Ad Amid Online Backlash

After facing significant backlash, the Delhi Metro Rail Corporation (DMRC) announced the removal of a breast cancer awareness advertisement from its trains due to its inappropriate content. The ad featured the phrase “check your oranges” at the bottom of the poster, which aimed to promote awareness about breast cancer.

In a statement issued on Thursday, the DMRC addressed the controversy, saying, “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 corporation noted that the controversial advertisement was only displayed inside one train and was taken down around 7:45 PM on Wednesday, October 23.

The DMRC emphasized its commitment to being sensitive to public sentiments, stating, “DMRC always strives to be sensitive to public sentiments and doesn’t encourage any sort of campaign/activity/display advertising which is not in good taste or in defiance of prevalent guidelines of advertising in public places. The Delhi Metro will endeavor to ensure that such incidents of inappropriate advertising don’t take place in its premises.”

The breast cancer awareness campaign was part of an initiative by cricketer Yuvraj Singh’s NGO, YouWeCan Foundation. The ad was criticized for using the term “oranges” to refer to breasts. One of the posters urged women to “check their oranges” monthly to promote early detection of breast cancer. It depicted a young woman on a bus holding two oranges, while older women sat nearby, one of whom had a crate of oranges.

Also Read: Yuvraj Singh’s Non-Profit Calls Breasts ‘Oranges’ In Offensive Cancer Awareness Ad In Delhi Metro

Another breast cancer awareness message from the YouWeCan Foundation displayed in the Yellow Line of Delhi Metro asked, “Have you checked your oranges lately?”

A social media user condemned the advertisement as “shameful and embarrassing,” questioning the effectiveness of raising breast cancer awareness with such wording. They expressed their frustration on X, saying, “How will a country raise Breast Cancer Awareness if we can’t even call breasts what they are? Saw this at Delhi Metro and like what the hell? Check your oranges? Who makes these campaigns, who approves them? Are we governed by such dumb people that they let this poster become public?”

Also Read: Yuvraj Singh Foundation Defends ‘Check Your Oranges’ Breast Cancer Ad