Durex Pakistan has removed a social media post tied to the horror film Obsession after facing widespread criticism from viewers who accused the brand of misreading the movie's central themes and trivialising issues surrounding consent and unhealthy fixation.

The now-deleted Instagram post featured a Durex condom placed alongside the film's fictional "One Wish Willow" and carried the tagline, "Make her obsessed with you." The caption further encouraged users to "Send this to your Freaky Nikki" — a reference to one of the film's main characters.

While the campaign appeared to be an attempt at pop-culture marketing, it quickly triggered backlash online. Critics argued that the advertisement reduced one of the film's most disturbing storylines to a promotional joke, ignoring the darker message at the heart of the movie.

Much of the outrage stems from the fact that Obsession is not a conventional romance story. The film explores themes including toxic attachment, manipulation, loss of agency, and the consequences of obsessive desire.

Viewers said the slogan "Make her obsessed with you" appeared particularly tone-deaf because the movie itself portrays obsession as harmful rather than aspirational. Several users accused the brand of turning a cautionary narrative into a marketing gimmick.

Social media users described the campaign as "disgusting," "inappropriate," and "deeply uncomfortable."

Following the criticism, the post was removed from Durex Pakistan's official Instagram account.

What was in the deleted Instagram post?

The advertisement showed a Durex condom package placed next to the fictional One Wish Willow from Obsession. A visual of Nikki, portrayed by actress Inde Navarrette, was also included.

The accompanying slogan urged users to "Make her obsessed with you," while the caption referenced the character directly. Critics argued that the campaign overlooked the context of the film and focused only on its viral popularity rather than its underlying message.

What is the controversial scene in Obsession?

The debate surrounding the Durex campaign has renewed attention on one of the film's most discussed sequences, which many viewers interpret as a commentary on the loss of personal agency and the dangers of obsessive relationships.

According to critics of the advertisement, referencing those themes in a condom promotion appeared to contradict the film's warning about manipulation and emotional control. For many viewers, the issue was not the use of a movie reference itself, but the way the reference was framed.

Directed by Curry Barker, Obsession has emerged as one of the year's breakout horror successes, reportedly earning more than $250 million worldwide from a production budget of around $750,000.

The psychological horror film follows Bear, played by Michael Johnston, a lonely music store employee who has harboured feelings for his childhood friend Nikki for years. After making a wish through a mysterious object known as the One Wish Willow, Bear's desire is granted but the outcome takes a disturbing turn.

Rather than delivering a traditional love story, the film examines obsession, entitlement, loneliness, and the destructive consequences of trying to force affection. Those themes have become central to the backlash now facing Durex Pakistan, with critics arguing that the deleted advertisement fundamentally misunderstood the movie's message.