An Indian company has launched what it claims is the country's first vagina tightening cream, saying it will make women feel "like a virgin" again. The company says it is about empowering women, but critics say it is doing the opposite. The BBC's Rajini Vaidyanathan in Mumbai reports.

It is certainly a bold claim. As the music starts playing on the advertisement for the 18 Again cream, a sari-clad woman is singing and dancing.

It is an unusual take on Bollywood.

"I feel like a virgin," she croons, although the advert makes it clear she is not.

Her shocked in-laws look on, before her husband joins her for some salsa-style dancing.

"Feels like the very first time," she continues, as she is twirled around.

Cut away to her mother-in-law who begins by responding with a disgusted look on her face, but by the end of the advert even she has been won over, and is seen buying the product online.

'Restoring emotions'

This video is designed to market a vaginal "rejuvenation and tightening" product, which was launched this month in India.

The makers of 18 Again, the Mumbai-based pharmaceutical company Ultratech, say it is the first of its kind in India (similar creams are already available in other parts of the world such as the USA), and fills a gap in the market.