No Squeeze, No Wheeze, No Navel Please: How Indian Advertising Lost Puritanism?

By M H AHSSAN | INNLIVE

Between Doordarshan and the Advertising Standards Council of India, ads could not be remotely racy, but the agencies kept trying anyway.

In mid-1995, Tuffs shoes ran a half-page ad in the Times of India featuring supermodels Milind Soman and Madhu Sapre in the nude except for their shoes and a strategically positioned python wrapped around them. The brand, the advertising agency Ambience, the founder of the agency, Ashok Kurien, the models and all involved with the ad were taken to court for obscenity.