A Virgin Mobile advertisement considered insulting to nurses has been withdrawn after the Information and Broadcasting Ministry threatened to take action against two television channels for showing it.
The Hindustan Times reported on what prompted the move: [Link]
The National Commission for Women, which considered the ad obscene, said it treated the nurse like an object. “There were also sexual overtones which cannot be allowed on public television,” an NCW official said. The Commission had received representations from various women’s organizations against the advertisement.
The I&B Ministry, on receiving a complaint, found that the ad violated the advertising code under the Cable Network Act. It issued notices to Star Movies and Discovery channel for showing it. “The channels have informed us that the advertisement has been taken off air and is being replaced with a different and sober Virgin advertisement,” a ministry official said.
If you haven't seen the ad, afaqs has a vivid description: [Link]
The ad opens on a shot in a hospital room, showing an exceptionally gorgeous nurse checking a young man's blood pressure with a sphygmomanometer. As she finishes the task, the man's phone rings. Since his right hand is in a cast, he asks the nurse to help him in taking the mobile out of his trouser pocket. While she checks in his left pocket, he looks like the proverbial cat that got the cream. She can’t find the mobile, so the man tells her that it’s probably in his right pocket. She checks the right pocket and he can't hide his glee. She doesn’t find the mobile and, without further enquiry, leaves the room.
Immediately, the young man removes his hand from the sling and retrieves the mobile from under him. He answers the call, which is from his friend in the adjacent room. He tells his friend that it worked and his friend tells him to call back. However, when his friend’s mobile rings, to his dismay, it’s a male nurse who enters the room.
