Pakistan, April 13: A new condom advertisement by Josh, from the house of DKT International has been creating quite a lot of noise on social media in Pakistan. The ad, stars Pakistani model and actress Mathira, one of the country's most popular stars in it. The bold portrayal of the woman in the ads really stands out,  as she is seen travelling with a bag full of Josh condoms, because she is apparently meeting her husband after 10 days. There have been various views going on social media, where people have made fun of the commercial.

This is not the first time that her ads has sparked controversy. In 2013, Pakistan's media regulator pulled the plug on a condom commercial featuring her, calling it "immoral", after public complaints. Reportedly, Pakistan Electronic Media Regulatory Authority (PEMRA) wrote to broadcasters ordering them to take the advert for Josh condoms off air immediately. The brand positions itself as a fun product, which brings pleasure to couple's intimate moments.

Watch the first Josh Condoms Ad:

Watch the second Josh Condom video:

Following are some tweets, which people have shared on social media:

As per reports, in 2016, Pakistan had put a ban on all condom ads because they think, there kids will get curious According to a press note from the brand, JOSH Bachat Pack is JOSH’s entrance in the low-priced, high penetration condom market, targeted to low-income groups, especially catering to rural communities of Pakistan. Considering that sex education is considered a taboo in a conservative society, it is very important to deal with the issue sensitively. More attention should be on to educate the consumers, rather than titillating the consumers.

(The above story first appeared on LatestLY on Apr 13, 2018 01:40 PM IST. For more news and updates on politics, world, sports, entertainment and lifestyle, log on to our website latestly.com).