Spouses with spice, Bipasha Basu and Karan Singh Grover have raised temperatures with their sizzling intimate video for PlayGard condoms. While its steamy quotient is bang on, the ad has the power to ruffle the feathers of the so-called moral guardians of society. Bips has had to play down the pleasure principle and clarify, “In a country that has the second largest population in the world… we still have taboos on just the words sex and condoms... but not the actual act. Let’s talk more... read more and learn more about all the things that can be avoided just by the use of a simple precaution. With condoms you can have planned pregnancies and protected sex... which can curb HIV and STD cases. As a couple we believe in this, that’s why we have thoughtfully endorsed it.” 
The Bong bombshell has gone on to declare that she has done no wrong by endorsing condoms – “The idea is to create awareness on the subject; it's the need of the hour.”
Condom ads in India do end up raising temperatures – and not always for the right reasons. In September this year, Sunny Leone’s ad for a condom brand created a furore in Surat. The message, ‘This Navratri, play but with love’ did not go down well at all with a large section of society, who claimed that the hoardings insulted religious sentiments. The company had to withdraw the campaign with an apology, claiming the Navratra hoardings campaign was not meant to hurt anyone's sentiments. 
Celebrities endorsing condoms invariably manage to raise eyebrows, but in the case of Ranveer Singh, perhaps because it was a male doing the promotion, there was more approval. The star had spoken out about being comfortable with his sexuality and his comfort with engaging in conversation and speaking about the subject of sex. “I have no qualms and make no bones about it. In our country sex is still a taboo subject, which it really shouldn't be. Sexual well-being is a topic that calls for healthy discussion, education and awareness and should not be shunned.” 
A macho male delivering the message seems to make all the difference!
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