A condom ad featuring ex-porn star Sunny Leone has caused outrage in India. The ad did not feature any imagery of a condom but struck a cord with some because of its slogan, "Play with love this Navratri." Many took an offense because the advert was posted ahead of the religious celebration of Navratri.
After many of the billboards were taken down, the Confederation of All India Traders accused Manforce, the condom company, of taking marketing "to an all-time low."
"This is an immature attempt to boost sales by putting all our cultural value at stake", the traders' group said in a statement. Controversy gathered because the nine-day Hindu festival consists of prayer and fasting, and the link between sex and Navratri goes against the religious views.
The condom company has since made an apology that was posted on Twitter. "Navratra Hoardings Campaign was not meant to hurt anyone's sentiments & was immediately withdrawn. We deeply regret any such incident."
Sunny Leone is a Canadian porn actress of Indian descent and the brand ambassador for Manforce. She transitioned from doing porn to being featured in mainstream Bollywood cinema. Due to this fact she is the most searched celebrity online in the country as well as a magnet for constant criticism.
