DMRC Takes Down Controversial Breast Cancer Awareness Ad

After facing strong criticism, the Delhi Metro Rail Corporation (DMRC) announced it has removed a breast cancer awareness ad from its trains because it was deemed inappropriate. The ad, which included the phrase “check your oranges,” aimed to promote awareness about breast cancer.

On Thursday, the DMRC issued a statement regarding the situation, 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 explained that the controversial ad was seen on just one train and was taken down around 7:45 PM on October 23. “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,” they added.

This particular ad was part of a campaign by Yuvraj Singh's NGO, YouWeCan Foundation, and it was criticized for referring to breasts as “oranges.” One of the posters suggested women check their “oranges” monthly to promote early breast cancer detection. The image showed a young woman on a bus holding two oranges, while older women sat nearby, one of whom had a crate of oranges with her.

Another message from YouWeCan Foundation inside the Delhi Metro's Yellow Line asked, “Have you checked your oranges lately?”

One social media user called the ad “shameful and embarrassing,” 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?”