MAM
KamaSutra’s steamy ad crashes India-South Africa cricket broadcast
Mumbai : A sultry 20-second condom advertisement caught millions of viewers off guard during the India versus South Africa cricket match, igniting fresh questions about advertising standards and the boundaries of prime-time television in India.
The KamaSutra long-last commercial, which has accumulated 1.5 million YouTube views, depicts a woman in nightwear negotiating a hotel late checkout with her companion. What begins as flirtation escalates into explicit sexual innuendo. “Can we do a late checkout?” she purrs. The exchange culminates in a cut to the KamaSutra box materialising in her hand, complete with a voiceover explaining the product’s climax-delay lubricant. Her final line, delivered in a sultry whisper: “I love it when he takes time.”
The spot’s appearance during live cricket has ignited immediate pushback. Families gather for such matches, children cluster around screens and community viewing remains standard practice. The ad’s unapologetic celebration of female pleasure and extended intimacy, whilst refreshingly frank, landed on screens designed for mass consumption rather than adult-only viewership.
KamaSutra, established in 1991 under the Raymond Group led by Gautam Singhania, has a history of courting controversy. The 1995 Tuffs shoes campaign featuring Milind Soman and Madhu Sapre’s nude photoshoot with a python became emblematic of the brand’s fearless approach. A 1991 KamaSutra campaign with Pooja Bedi similarly scandalised Indian audiences.
Yet this moment differs. Previous campaigns trafficked in shock value at controlled moments. This advertisement breached the sanctuary of prime-time family viewing without warning. It is not the first time such lapses have occurred. During the New Zealand versus Pakistan match in the ICC Champions Trophy 2025, explicit web series teasers appeared throughout the broadcast on JioHotstar, drawing complaints from viewers watching with family and children. The pattern suggests systemic failures rather than isolated incidents. The question now facing broadcasters, advertisers and regulators is straightforward: does a product’s legitimacy excuse its placement, or does context matter more than content?
The debate extends beyond prudishness. It concerns the unspoken contract between viewers and broadcasters about what constitutes appropriate timing. Late-night slots exist precisely because they allow adult-oriented content without ambushing unsuspecting audiences.
KamaSutra’s boldness may prove costly or prescient. Either way, the ad has forced India’s media landscape to reckon with where lines ought to be drawn.
Your serve, readers. Head to our LinkedIn page and tell us: bold marketing or botched timing?
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI:Â Jubilant FoodWorks Limited has landed in a tax tussle after receiving a GST demand of Rs 47.5 crore from the office of the additional commissioner of CGST and central excise in Thane, Maharashtra.
The order, issued under the provisions of the Central Goods and Services Tax Act, 2017, relates to an alleged incorrect classification of certain services under the category of restaurant services. According to the tax authorities, this classification resulted in a short payment of goods and services tax for the period between the financial years 2019-20 and 2021-22.
The demand includes Rs 47.5 crore in GST along with an equal amount as penalty, in addition to applicable interest. The order was received by the company on March 13, 2026.
In a regulatory filing to the BSE Limited and the National Stock Exchange of India Limited, the company said it disagrees with the order and believes its arguments were not adequately considered.
The company is preparing to challenge the decision and plans to file an appeal. It added that once the redressal process is complete, the demand is likely to be dropped.
Despite the sizeable figure attached to the notice, the company said it does not expect any material impact on its financials, operations or other activities.
The disclosure was signed by Suman Hegde, EVP and chief financial officer, who confirmed that the company received the order at 19:06 IST on March 13 and has already initiated steps to contest it.
The development places the quick service restaurant major in the middle of a tax debate that could hinge on how certain restaurant-linked services are classified under GST rules. For now, the company appears ready to take the matter from the tax office to the appeals desk.
