Actor Ranveer Singh has apologized for participating in an advertisement by Danish menswear brand Jack and Jones that was heavily criticized on Twitter for its sexist approach.

He has been getting a lot of backlash for his Jack and Jones advertisement featuring him as a working professional who is seen carrying a woman on his shoulder with a tagline that says, ‘Take your work home.’ This sexist advertisement was condemned by masses including celebrities like the south actor Sidharth.

He spoke to a leading news channel and told, “I’m sorry this happened. We got it wrong on billboards. Rectified mistake, the ad was withdrawn.” Whoa! now Ranveer seems clearly upset over his negative publicity especially before the release of his film Befikre. Indian Express reported that Singh is very upset with this particular clothing brand and a source close to the actor told the paper, “Ranveer never ever thought endorsing a clothing brand would bring him disrepute. He is someone who is extremely image conscious and has deep respect for women. He is hurt that the tagline was written by those who conceptualised the ad and that it went terribly wrong. He has told the brand that it shouldn’t have happened and their writers should have been more careful with their words.”