MUMBAI, May 10: Morality Police has struck again in Mumbai. But this time it has nothing to do with rock 'n' roll or the anti-kissing drive it is a `Swiss number' that is driving the guardians of culture up the wall.The Minister of State for Cultural Affairs, Anil Deshmukh, has strongly objected to an `obscene' advertisement of the Switzerland based Calida underwear that has appeared in leading newspapers over the last few days; and has directed the police to take immediate action against this overt show of skin.The Calida press ads feature leggy model Bipasha Basu and Dino Morea (both are celebrity products of today's look-oriented contests) cavorting in bed, wearing nothing except designer panties and briefs. The captions that go along with the ads seem to complement the saucy pictures (`You can see why we also remained neutral during the two world wars'; `And you thought your appetite for indulgence could only be whetted by Swiss chocolates'). In a letter written to the Commissioner of Police,Ronald H Mendonca, the minister referred to the public outcry three years ago when Madhu Sapre and Milind Soman had modelled for a pair of shoes without a stitch of clothing on them. ``In flagrant violation of government directives, obscene ads have now reappeared in most of English dailies wherein Dino Morea and Bipasha Basu have posed almost naked for the Calida briefs,'' Deshmukh has said in his note urging Mendonca to take action against the ad agency and the models ``as per law in force''.Talking to Express Newsline on Saturday, Deshmukh remarked: ``I have been observing these Swiss underwear advertisements for quite some time in newspapers and they were pretty offensive and obscene. However, the last straw was seeing their latest pose in which Dino is pulling Bipasha's panty with his teeth! Which Indian parent would like to show their kids such photos?''Not that Anil Deshmukh is alone . There are others like the Citizens Organisation for Public Opinion (COPO) with him. The Youth Wing leader ofCOPO, Vineet Kanchan, said: ``The Calida ad is not only vulgar, it is annoying too. There are other brands in the market but they don't use sex as a tool to hawk the product.'' However, Dino, the dude in the picture, does not see any reason for the uproar. ``I think there is nothing wrong with the ad. These are merely shots showing a couple having clean fun on waking up in the morning, '' was his comment.Dino, who is a spicy combination of Italian, Portuguese and Anglo-Indian blood, said he is not disturbed at all over the police complaint. However, the dusky Bengali beauty Bipasha was not available for comment. Also, the spokespersons of Enterprise Nexus, the concerned ad agency, could not be contacted.
