Earlier today, Durex announced the launch of a new line of products that no one asked for – eggplant-flavoured condoms.
Real or not, they might have pushed the envelope a little too much this time, going by how the reactions have been.
Indian Twitter, in particular, has been very disapproving of the idea, with the eggplant being the key ingredient in one of the country's most beloved dishes, baingan ka bharta...
Which makes it something people just don't want associated with sex.
Some users, of course, took the opportunity to make the obvious puns:
While others had different priorities:
But hey, in the end, Durex got people talking and got the publicity it wanted.
Meanwhile, Twitter's jokes:
This post has been updated to reflect that these disgusting-sounding condoms are thankfully not real.