Raunchy ads on Indian television

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Lately I have seen that a lot of TV ads on India have just become sleazy and raunchy. Seeing them leaves a bad taste in the mouth. If you have ever seen the Axe deo or the Set Wet ads and even many others you realise that kids should just not watch them! They portray women as just objects of desire that pose and jiggle around totally unrelated to the product. How do we put an end to this trend? Just because they cannot be classified as nu dity etc can they be shown on TV?