Dozens of billboards featuring a porn star to promote condoms ahead of a Hindu festival of prayer have been torn down by furious Indian authorities.
The image of Sunny Leone, a Canadian actress of Indian origin, advertising contraceptives ahead of the religious celebration of Navratri sparked outrage in the western state of Gujarat.
The advertisement features no image of a condom, but was lambasted for its slogan ‘Play with love this Navratri’.
Sunny Leone, a Canadian actress of Indian origin, featured in adult films before making the transition to Indian cinema, where she has remained a magnet of criticism
The actress featured in adult films including ‘Descent into Bondage’ and ‘Costumed Damsels in Distress’
Leone arrives to host an evening at Crazyhorse III at Playground in Las Vegas
In a written complaint, the Confederation of All India Traders accused the condom manufacturer behind the risque ad 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.
The group took particular offence to the link between sex and Navratri, a nine-day Hindu festival of fasting and prayer.
Local authorities in Gujarat, the home state of Prime Minister Narendra Modi, removed the advertisements as controversy mounted.
After her stint in adult films she made the transition to Indian cinema, where she has remained a magnet of criticism.
The group took particular offence to the link between sex and Navratri, a nine-day Hindu festival of fasting and prayer
Arts and culture group perform the Indian traditional dance ‘Garba’ during a dressed rehearsal ahead of the Navratri festival
Leone is brand ambassador for Manforce, India’s largest condom manufacturer, and one of its most searched celebrities online.
The actress featured in adult films including ‘Descent into Bondage’ and ‘Costumed Damsels in Distress’ before making the transition to Indian cinema, where she has remained a magnet of criticism.
Named ‘Penthouse Pet of the Year’ in 2003, Leone has been accused in in India of promoting obscenity and eroding cultural values.