But wait: Triton Advertising, the Delhi-based agency which was the brain behind the ad, is currently working on modifying the ad. The new storyboard is likely to show the man switching off the AC, following which the women faint. In its earlier form, the last shot - which apparently had raised objections - showed a pair of trousers being flung into the air as a group of women converge on the bare-chested male model.

According to a Samsung spokesperson, the original storyboard had been cleared by DD and the decision to withdraw the ad and release a modified version had been taken following feedback from the ad agency and its dealers that it was not having a positive impact in the market.

Says a Samsung spokesperson: ``The preliminary feedback from the studies conducted by us in Delhi amongst a number of households shows that the film has been found to be memorable and humuourous. Some respondents found it to be a rather bold expression but humourous nonetheless. Certain visuals in the film that were found to be a bit too bold are being revised by the company for the next round of airing.''

Also scrambling to change the advertising tack is Kamasutra. It may be recalled that Ambience D'arcy Advertising Private Limited had bagged the advertising account of Kamasutra in December 1999. Prior to the account shift, the Rs 2 crore Kamasutra account was handled by Bombay-based Hearbeat Communications.

According to Nakul Chopra, executive vice-president, Ambience D'Arcy, JK Ansell Ltd will be launching a high-voltage multi-media campaign for its brand Kamasutra in the near future. ``The new campaign will hit the media in the second half of this year. It's a pioneering brand, which became very popular within a short span of time. In an over-populated country like India, it is very crucial to promote the product with effective communication,'' adds Chopra.

However, Chopra strongly feels that the brand should be promoted with a sensitive and sensible advertising strategy. ``It has to be done in a manner that it does not offend the sensibilities of Indians. Hence, we will take utmost care to achieve this effect,'' adds Chopra.Well, at least the mandarins of Mandi House will be watching. Earlier, on March 30 too Arun Jaitely had hinted at tough action against ``commercials violating the minimum ethical standards'' at a FICCI-sponsored conference on the entertainment business. For now, expect brands to forget models-and focus on model behaviour.