New Delhi, Sept. 19 (PTI) : A traders' body has urged the Centre to ban an outdoor advertisement in Gujarat of a condom brand endorsed by actress Sunny Leone, saying it was derogatory and "encouraged" youths to use condoms "in the name of the Navratri festival".
In a letter to Union consumer affairs minister Ram Vilas Paswan, the Confederation of All India Traders (CAIT) appealed to him to direct officials concerned to take appropriate action against the manufacturer, Mankind Pharma, and its brand ambassador, Leone.
"Though they have not used the word condom in their banner but the intention is very clear as the combination of words like 'play', 'love' and 'Navratri' are coined above the large logo of Manforce," CAIT national secretary Praveen Khandelwal said in the letter.
The hoarding has a picture of Leone on one side and the Gujarati text: " Ya Navratriyon Ramo Parantu Prem Thi (play in Navratri, but with love)." The hoarding also has two pairs of dandiya sticks above the MANforce logo. The name and symbol of the company - Mankind Pharma - is part of the hoarding.
"Their large banners in cities across Gujarat are shouting out to encourage youths to use Manforce condoms in the name of the Navratri festival," Khandelwal wrote.
Terming the advertisement "derogatory", the letter added: "This is a clearly irresponsible and immature attempt to boost sales by putting our cultural value system at stake."
An emailed query to Mankind Pharma seeking its response remained unanswered. Leone was also not available for comment.
Khandelwal hit out at Leone - "the most irresponsible act of its brand ambassador Sunny Leone is an ample testimony of the fact that in the lust of earning huge money, these brand ambassadors can go to any level irrespective of the pious and religious occasion of Navratri even."
CAIT said the government should have a "code of conduct" and brand ambassadors should be made responsible for the products they endorse. CAIT suggested that the Consumer Protection Bill be passed in the next session of Parliament so that brand ambassadors can be brought under its ambit.
