Pooja Bedi who did the stunning Kamasutra condom ad, feels it’s time not to conceal but bring out the advantages of protected sex. “India's greatest problem is overpopulation, and it's absurd that we are constantly opposed to the promotion of condoms which is the most effective way of curbing it.”
If the condom ads are found to be sex-plicit then Pooja disagrees with the prudish perception. “Condom advertisements show as much skin and are as titillating as item numbers and steamy scenes in Bollywood. Why is it that as a culture we are so okay watching a bloody and violent fight scene in films but not so when it comes to someone kissing and showing affection or love?”
Audiences of every age, feels Pooja, needs to grow comfortable with watching intimacy on film. We need to make affection, including kissing and sex to be normal experiences. The more we create a stigma and taboo, and create an atmosphere of prohibition around it, the more we perpetuate a regressive mind-set towards women and relationships.”
As far as decorum at primetime being disturbed by such ads is concerned, then Pooja Bedi suggests a less erotic approach in condom ads. “If primetime television viewing is of concern because small kids watch then conceive and make a different more conservative kind of advertisements for condoms at primetime. But don't ban them at that hour. If that's the time maximum people watch, then that's the time maximum people can be accessed and the message for safe sex and family planning can be put forward effectively.”
And Pooja Bedi reminds us not to forget that condom is not just about controlling population. It’s also about safe sex. “I agree one of the greatest problems in our country is over-population. But that's not the only problem. Safe sex, HIV, AIDS STDs, and unwanted pregnancies are of equal concern and given how rampant pre-marital sex is nowadays, we need to stop behaving like an ostrich with its head in the sand. We need to recognize the reality and the importance of promoting use of condoms.”
On the other hand, Celina Jaitley completely agrees with Smriti Irani on the no-condom policy at primetime. “I think it’s an excellent decision, kids of different age groups tend to watch TV at prime time and with no sex education in our country it’s rather shocking and confusing for children to see sexuality blatantly displayed without any explanation. There is a time and age for kids to be explained the facts of life and showing a condom as is not the correct way so its best that these ads are moved to the non prime time slots."
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