ASCI has issued guidelines on "harmful gender stereotypes", making it mandatory for advertisements to not indulge in the "sexual objectification of characters of any gender" or depict people in a sexualised and objectified way for the purposes of titillating viewers.
After seeing the ad campaign, the Advertising Standards Council of India (ASCI) immediately invoked a special process called "Suspended Pending Investigation" (SPI) and asked the advertiser to file a response over it.
The perfume brand said that it aired the ads only after due and mandatory approvals, wherein, it never intended to hurt anyone’s sentiments or feelings