Pakistani Condom Advertisement Sparks Outrage Over "Obsession" Film Reference and Consent Controversy

Islamabad: A Pakistani condom brand is facing serious online criticism following an Instagram post inspired by the horror film "Obsession." The company is being called out for treating deeply sensitive topics like consent and dangerous obsession as light marketing material.

What is the controversial advertisement?

The condom company posted an advertisement on its official Pakistan Instagram account that featured the film's fictional magical object, the "One Wish Willow," placed next to a condom. The character Nicki, played by Inde Navarette, appeared standing at her doorway in the background.
The post's tagline read "Make her your obsession," with a caption encouraging people to "Send this to your freaky Nicki."

Why people are angry?

The marketing campaign immediately drew criticism from viewers and film fans, who accused the brand of completely ignoring the film's actual and disturbing context. Critics argued that the advertisement turned the film's most troubling storyline into a mere marketing gimmick.
Social media users responded sharply. One commenter wrote: "This actually makes me feel sick." Another said, "This is not a good reference at all." A third user expressed anger and wrote, "Putting the One Wish Willow next to a condom is disgusting. Why are we promoting non-consensual sex? You people are absolutely vile."

A dangerous and insensitive choice?

The core problem extends beyond poor taste. Observers pointed out that the brand used a film entirely centered on the fear of losing one's agency and the dangers of one-sided, unhealthy relationships—and used it to sell a product with the tagline "Make her your obsession." This frames coercion as romance and presents it as attractive.
The caption "Send this to your freaky Nicki" reduced the film's main female character to a punchline.

What is the film's real story?

The film "Obsession" follows Bear, a lonely music store employee who harbors a one-sided love for his childhood friend Nicki. Using the magical object called the One Wish Willow, he makes a wish for her love, and it comes true, but in a deeply horrifying way.
What begins as unrequited love gradually transforms into dangerous obsession, which is the film's central psychological horror element. By invoking this narrative to sell condoms, critics argue the brand completely erased the film's core message about consent and mutual respect.