The company claims their product ’empowers women’, but plenty of women disagree.
Not only have women voiced the opinion on Twitter that 18 Again was created by Ultratech purely to cash in on female insecurities, but many are have criticised the accompanying TV advert.
The awkward commercial, set in an extended family household, involves a woman dancing around the internal courtyard with her husband.
She repeatedly sings lines borrowed and from Madonna’s Like A Virgin (but given a Bollywood makeover), including ‘ooh, I feel like a virgin’ and ‘it feels like the first time’.
Her husband grabs her waist and warbles ‘oh, yes it’s true’ while an elderly couple of parents look on, seemingly aghast.
The film ends with a shot of the product, then a clip of the intrigued elderly couple apparently using the internet to order some of the cream for themselves.
Rishi Bhatia, chairman and managing director of Ultratech India, said: ’18 Again is a first-of-its-kind product for women in India.
‘This product is being launched in India post clinical trials conducted among women of all age groups under dermatological control.
’18 Again has the power and the potential to break the shackles and redefine the meaning of women empowerment altogether.’