Indian men have a love-hate relationship with Sunny Leone, the brand ambassador of Manforce condoms. Using sanskaar as their shield, these men harp about how un-sanskaari she is.

Mankind put up banners across Gujarat that had Sunny Leone advertising condoms with a tagline that mentions navratri. This did not go down well with some people.

The Confederation of All India Traders wrote a letter to Minister for Consumer Affairs Ram Vilas Paswan calling this tactic a "clear irresponsible and immature attempt to boost sales by putting all our cultural value system at stake".

CAIT wants the ad to be banned now.

Signed by National Secretary General of CAIT Praveen Khandelwal, the letter accuses Sunny Leone of being irresponsible and of going to "any level irrespective of pious and religious occasion of Navratri" to earn money.

The CAIT is urging the minister to take immediate cognisance of this advertisement and "direct the concerned officials to ban the advertisement and take appropriate action against the manufacturer and its brand ambassador".

The confederation also wants a specified "code of conduct" by the government for celebrities who act as brand ambassadors. "They should be made responsible for the products they endorse", the letter read.

In the letter, the CAIT also mentioned the pending Consumer Protection Bill which is yet to be passed by the Parliament. The confederation believes that the Bill should be passed soon so that these "brand ambassadors can be brought under the ambit of the said Act".

This is how Twitter is reacting to the ad:

Hhahaa this is funnily harsh truthIts proven fact that abortions in gujarat suddenly increase after #Navratri #manforce is only cashingit https://t.co/J7T44Hyy22 - Netra Daoo (@onlyonenetra) September 18, 2017

Manforce specially advertises its Condoms in Navratri, thus promoting Navratri a festival of Free Sex instead of worshiping women's strength pic.twitter.com/q2tL8rnwtF - Rajesh Chanasana (@TheRajeshjk9) September 18, 2017

Manforce Condoms actually trying to cash in on Navratri, they have equated Dandiya playing with sex. Wonderful. pic.twitter.com/sby8xaq3Cd - Mitra Joshi (@mitrajo) September 19, 2017

Now that this made is making headlines, Twitter users are talking about how the number of abortions increase post Navratri. And maybe, it is the right time for condom manufacturers to market their product. In fact, former Gujarat CM Anandiben Patel had herself said that number of abortions rise a couple of months after Navratri.

Moreover, According to a TOI report , the sale of condoms to increase by 30 percent during this season.