No condom ads in a day,
Keeps the embarrassment away!
This is the new lullaby the Information and Broadcasting (I&B) ministry has sung to all television channels. On Monday, the ministry advised the channels that the condom adverts may only be shown between 10pm and 6am because it’s way too ashleel for our sanskari Indians.
Of course, this senseless move has come (er, pun not intended) in a country which is set to become the world’s youngest country by 2020 with an average age of 29.
Gasp! Then why a restriction in the timing of condom ads? What’s wrong in condom ads being sexy – it’s better to be safe and sexy, right? After all, mera desh badal raha hai, aage badh raha hai.
From Nirodh to Kamasutra. From Mood to Manforce. The journey of condoms has been pretty satisfying and exciting. Back in 1968, Nirodh condoms received a lot of virodh from the people because it was a thick rubber, which users mooted as uncomfortable and unpleasurable.
But all this changed thanks to ad man Alyque Padamsee, who understood the condom ‘as a tool of pleasure and introduced India to the sexy condo’ – Kamasutra.
If Padamsee could get Pooja Bedi and Mark Robinson under the shower in the early 90s, then why has our dear ministry, in 2017, turned into sanskaari babuji and ignored family planning? And what makes you think kids won't watch condom adverts on the Internet?
The advisory said that Rule 7 (7) of the Cable Television Networks Rules, 1994, states, “No advertisement which endangers the safety of children or creates in them any interest in unhealthy practices or shows them begging or in an undignified or indecent manner shall not be carried in the cable service.”
Hey, with this very rule, how are advertisements for some deodorants, aerated drinks and ice creams allowed to run on television channels? These 40-second adverts are jarringly raunchy for a product that does not require it.
Why do we need to show Katrina Kaif sensually biting into a mango for the ad of an aerated drink? Isn’t that “unhealthy practice” for the kids?
Like Padamsee said in an article, ‘If condom is not for making love… then what is it for, blowing balloons?’ Similarly, deodorants are for removing body odour… not for hooking up.
Dear netas, it’s never too ‘late’ to say sorry and roll back this absurd time restriction on condom ads! Act fast, before the yuva peedhi blame you for receiving a text saying, ‘I think I might be late’ (In the words of a popular condom brand sponsored campaign), ’cuz you deprived ‘em of learning about safe sex!
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