Within 24 hours, the ministry had taken the commercial off the air and asked Twitter and YouTube to remove it from their platforms.

In an email to Twitter, the ministry said the videos were "detrimental to the portrayal of women in the interest of decency and morality" and violated the digital media ethics code.

In a statement Monday, Layer'r Shot apologized for the television advertisement, saying it "never intended to hurt anyone's sentiments or feelings or outrage any woman's modesty or promote any sort of culture, as wrongly perceived by some."

The brand said it had voluntarily asked all its media partners to stop broadcasting variations of the advertisement from Saturday with immediate effect.

Even after the commercial was taken down, it continued to cause a controversy.

Actress Richa Chadha was among those registering her disgust, calling the makers of the commercial "filth."

Within 24 hours, the ministry had taken the commercial off the air and asked Twitter and YouTube to remove it from their platforms.

In an email to Twitter, the ministry said the videos were "detrimental to the portrayal of women in the interest of decency and morality" and violated the digital media ethics code.

In a statement Monday, Layer'r Shot apologized for the television advertisement, saying it "never intended to hurt anyone's sentiments or feelings or outrage any woman's modesty or promote any sort of culture, as wrongly perceived by some."

The brand said it had voluntarily asked all its media partners to stop broadcasting variations of the advertisement from Saturday with immediate effect.

Even after the commercial was taken down, it continued to cause a controversy.

Actress Richa Chadha was among those registering her disgust, calling the makers of the commercial "filth."