The Confederation of All India Traders (CAIT) has urged Indian Ministry of Consumer Affairs to ban Manforce condom's latest ad featuring actress Sunny Leone, citing "clear irresponsible and immature attempt to boost sales by putting all our cultural value system at stake."
In a letter addressed to Ram Vilas Paswan, Indian Consumer Affairs minister, CAIT wrote: "Manforce's large banner across Gujarat are shouting out to encourage youths to use Manforce condoms in the name of Navratri festival. Though they have not used the word 'condom' on their banner, but the intention is very clear as the word like 'play', 'love' and 'Navratri' are coined above the large logo of Manforce."
The tagline of the ad says 'Khelo magar pyar se" ( English: Play but with love) which is deemed as double meaning by CAIT, as during Navratri celebrations people perform classical and folk dances of Hindu culture.
Navratri, is a multi-day Hindu festival celebrated in the autumn every year. It is celebrated differently in various parts of the Indian subcontinent.