Budget airline Firefly has come under fire for yet another advertisement that some people have deemed to be "sexist".
The advertisement was highlighted by the Penang Women's Development Corporation (PWDC), which described it as an act of "objectifying women".
"Sexual objectification can be defined as and when a woman's body, body parts, or sexual functions are isolated from her whole and complex being and treated as objects simply to be looked at, coveted or touched," it said in a statement today.
The advertisement featured the bodies of two Firefly air stewardesses without their heads shown. They were clad in orange uniform and were holding party masks.
The caption read: "Orange is a colour but we are Fifty Shades Darker," in reference to the erotic film.
The advertisement, published on Facebook as well as in some newspapers yesterday, was to promote Firefly's domestic flights in conjunction with Valentine's Day.
A large banner of the advertisement also appeared on the main page of Firefly's website.
The advertisement also offered free Grab rides on the purchase of a return flight.
The caption read: "Purchase a return flight ticket and 'grab' your free ride now".
It also called for the submission of romantic couple photos to win a three-day-two-night stay in Penang.
Some users responded negatively to the advertisement on Firefly's official Facebook page.
"Well, that's a sexist and very unIslamic ad", said John Priestley.
Another user Noorashiqin Ahmad said: "Of all the classy things to say on an ad, you choose to associate your brand to an erotic movie?"
Nithyakalyani Asokan said: "Please fire your ad designer".
PWDC noted that this was the second time Firefly had come up with such an advertisement.
"Firefly, an established airline has been using the same strategy in March last year, featuring women's posterior to gain attention in conjunction with one of its air fare promotion," it said.
Firefly had said the advertisement at that time was "not intended to be offensive".
Malaysiakini has contacted Firefly on the latest advertisement and is awaiting its reply.
PWDC said much had been done to move the nation forward from sexual-based discrimination and leading companies should set themselves as role models.