It’s official! India is preoccupied with sex.

It had to happen some day. After all, it is the land of the Kamasutra and the realisation is finally dawning that sex is, well, as basic as knowing your ABC and breathing. But that’s just one side of the story. Indiatimes explores...

Sex rules the media

Take a look around you. People are talking, watching, thinking, and breathing sex. Be it the explicit nature of MMSes, raunchy advertisements or films – people are shedding their inhibitions and a lot more. And you can thank the satellite television, the Internet, and globalization, of course (how else could Baywatch, Sex and the City, or Desperate Housewives permeate our bedrooms?)

“Earlier people were pre-occupied with relationships, business, religion, duties etc...now they are pre-occupied with sex. With the media and Internet, sex is always on our minds. It has now in fact moved on from the sub conscious mind to the conscious,” says clinical psychologist Dr Aruna Bruta.

Just switch on the TV and surf the channels, or watch the latest advertisement for men’s inner wear that’s doing the rounds, or even any of the recent Hindi movies – Salaam Namaste, Pyar ke Side Effects or Honeymoon Travels and you’ll know what Dr Bruta is talking about.

“There has to be someone who’ll be the first to show a kiss or a bedroom scene or nudity. But for us ad makers, you need a client who’s bold enough,” says Ullas Arora, executive creative director of advertising agency Mudra and the man behind the naughty Maxima ad where the girl handcuffs the guy in an arousing manner only to snap off his watch.