The naked or very little dressed parts of the body, especially that of women (female) are widely misused to promote most of the consumer products that has no relationship to body or beauty. This is a wrong concept which is against any code or ethics.
If a bathing soap or a beauty item is marketed, showing females and their bare body, it can be understood. But Parle biscuit's 'hide and seek' is showing a poor advertisement featuring a famous Bollywood actor Hrithik Roshan and a beautiful female model / actress showing a vulgar bedroom scene, which may be apt for the promotion of 'condoms' or 'sex related products'...!
Even such advertisements of Condoms, Viagra or sex boosting products are supposed to be telecast late night only...!
How can it be justified...?