The Board of Control for Cricket in India (BCCI) has asked the Sahara Group to remove advertisement for its new Sahara Q Shop that features cricketers Sachin Tendulkar, Yuvraj Singh, Mahendra Singh Dhoni, Virender Sehwag and Virat Kohli.

The advertisement is to promote Sahara `Q' Shop as a adulteration-free retail chain. It shows Tendulkar performing last rites, Yuvraj digging a grave for a child and Kohli putting a wheelchair for a man to indicate the ill effects of adulterated food on people. India's cricket governing body has written a letter to the company for the removal of the advertisement immediately.

Officials say that the advertisement is in bad taste and is likely to be removed soon. The BCCI wrote to the Sahara India Financial Corporation that the advertisement was "in bad taste and should be withdrawn/discontinued/blocked with immediate effect" and that they had received "a complaint from one of the players."

The Advertising Standards Council of India determines which advertisement is acceptable or unacceptable. The players or the sporting body can appeal to the council against the advertisement if the company does not take desirable action.