Lifestyle retailer Aarong has apologised for its new water-themed advertisement campaign in the wake of huge criticism.
Aarong issued a statement of apology on its official Facebook page on Sunday.
The social enterprise of BRAC also said it would remove some of the pictures from its current campaign.
The new advertisement picture of Aarong shows the models posed for the ad in a room filled with water. It has drawn huge criticism on social media.
"We can understand why it may be perceived as being insensitive to the sufferings of the flood-affected people. This was not our intention and we apologise," it states.
In the statement, Aarong said it introduces new themes every year in its ad campaigns and promotional materials.
This year's theme around monsoon and Bishorjon was conceptualised and developed before the onset of the recent floods, it said.