Overview
- Durex Pakistan posted an Instagram image referencing the hit film Obsession with the tagline “Make her obsessed with you” and the caption “Send this to your Freaky Nikki,” prompting immediate online criticism.
- Users and commentators said the ad trivialised the film’s central scene, which many interpret as involving non-consensual behaviour, and called the creative choice tone-deaf for a condom brand.
- Following widespread complaints and the circulation of screenshots, the brand removed the Instagram post, with outlets reporting the removal on June 17–18.
- News coverage notes Durex Pakistan had not issued a public statement by the latest reports, leaving unanswered questions about the company’s response and crisis handling.
- Observers say the episode highlights a wider risk for brands that try to exploit viral cultural moments without accounting for sensitive themes like consent or the lived impact on survivors.