Sex and sexy both sell here. Deo commercials are based on the theme of being desirable and desiring someone. In deo ad, a man becomes an object of desire for a girl. So far, such an open expression of desire by a woman for man was not acceptable. The innerwear ads showed boys fighting the bad guys to save women. That was acceptable. Today, both men and women react openly and equally to each other. The product sells. It also promotes hygiene.