Sociology professor Anindya Dey is worried about the effects of such advertisements on children in particular, and on Indian society in general.

'Advertisements have target groups. But they show these advertisements in all the channels round the clock. This initiates a lot of curiosity among children.'

Holding that advertisements are not all about selling a product, Dey felt they have to be socially responsible also. 'One needs to understand these are not mere soap advertisements. These advertisements are promoting that passion is more important than protection.'

He emphasised that Indian societal behaviour has to be kept in mind.

'After the economic liberalisation in 1991, we have imbibed a lot of western material culture. But we don't understand that it is not so easy to imbibe non-material culture,' he added.

Ridhhima, 29, married for the last two years, told IANS: 'It is always better to make sure that you are well protected before sex rather than swallowing a pill afterwards.'

Souvik Misra, executive creative director, BATE Advertising, echoed Dey. 'The problem is everybody is trying to copy the western world.'

'In the US also this (such advertisements) was not accepted gladly at the beginning. The acceptance came through evolution. But here we are trying to compress the whole evolution within a short span of time.'

'At the end of the day we have to be clear of the values we are preaching. Do they make any sense at all?' he asked.

However, Manisha, a teenager, is all for such advertisements. 'Times are changing. Guys and girls mix more freely nowadays. They give emotional support to each other. This emotional bondage may lead to physical intimacy at times. Knowledge of such products helps in averting unwelcome pregnancies.'

On the other hand, parents of college students are afraid that their children may get into unprotected sex due to the availability of these over-the-counter drugs.

'I am afraid that these advertisements may give ideas to youngsters, who may still be quite immature to understand the effect of taking these pills,' said a parent whose daughter studies at the under-graduate level.

(Aparajita Gupta can be contacted at aparajita.g@ians.in)