The aim of this study was to examine sexual content in Indian TV commercials. For the purpose, a content analysis was carried out and 888 Indian TV commercials were recorded from 15 TV channels available across India over two phases with a gap of three months in between. After repetitions were weeded out, the remaining 365 TV commercials were coded and measured for sexual content. Results show that a quarter of all Indian TV commercials contain sexual information. Sex or sexual content is not limited to advertisements where the dominant advertising appeal is sexual. On the contrary, sexual content has spilled over on TV commercials where the dominant appeal of the advertisement is emotional or argumentative. Data shows that women play more leading roles than men in TV commercials with sexual content. The most preferred operationalisation of sex in TV commercials takes place through body display, followed by sexual behaviour and sexual referents. English TV commercials have higher sexual content compared to Hindi TV commercials. Sexual content was not just limited to the ‘usual suspects’ like beauty- and appearance-enhancing products, but was also found in a wide range of products categories such as those of household, electronic, housekeeping, food, automotive and accessories product and services, etc. This article provides several implications for policy makers, as TV commercials with sexual content are often shown throughout the day, exposing the content to a young audience.