Even more, I was surprised that Citroen, an economic giant from cultured France, which has taught etiquette and good manners to other countries for centuries, could commit such an unpardonable faux pas as to produce an advertisement showing the Great Helmsman with a distorted face.

They should have known that in some countries, people do not even refer to their leaders but by a respectful, almost awe-emanating title.

In an Asian country, particularly one like China, where Mao has been - and still is - the epitome of all things connected with national pride, it would have been obvious, even to a casual observer, that such an ad would prove offensive to the highest degree and unforgivable. It would be even more so, now that China is now on a roll.

One should not assume that what is good for General Bullmoose is good for everybody.

Once out of one's borders, one should tread with courtesy. This incident is all the more reprehensible when one remembers that other companies have committed similar boo-boos in the past and fallen foul of the sensitivities of the Chinese people.

I believe Mao Zedong is referred to in China with utmost reverence as the Chairman and not usually by name.

In most Asian countries, even those who have performed badly, leaders are held almost in celestial reverence. Surely the advertising company and even Citroen could have carried out a simple survey to gauge what effect such an ad would have on the people and government?

Whoever produced the ad and approved it has no excuse for the result. The fallout must have been tremendous and does not speak well for the sense of judgement exercised by this firm.

The incident holds a valuable lesson in courtesy for others who intend to venture into China.

Murali Sharma