Watch: There's no sex or sleaze in this condom advertisement, even if it's subtly suggestive

Finally, an advertisement for a product involving sex that does not involve sex. Or sleaze, as many of the suggestive ones are wont to do.

Condom-maker Durex’s new TV ad, featuring Bollywood actor Ranveer Singh, smartly steers clear of objectifying women and focuses on, well, being prepared. It also shifts the responsibility for safe sex in an interesting way. A world away from the infamous advertisement featuring actor Vrajesh Hirjee, which has become notorious as one of the worst ads in Indian advertising.

Of course, the Indian male’s supposed inability to purchase condoms has spawned a minor sub-genre of advertising. The main character usually falls back on a variety of euphemisms for the prophylactic before eventually falling back on the real term. Enter online shopping, the big saviour from embarrassment.

Here’s another ad about the different types of customers one might find at a chemist’s, looking to buy a a condom. From the one afflicted by Shahrukh’s Khan’s “KKK” stutter to one who goes to absurd lengths to hide their identity, it’s a long list.