They say “sex sells”, however, it’s caused a whole lot of head scratching in a new outdoor campaign in India.

For some bizarre reason, organisers of a half-marathon, known as the Hiranandani Powai Run, decided to use a stock image of Elsa Pataky to promote the 20 kilometre event.

However, Pataky – the wife of Aussie actor, Chris Hemsworth – is shown lounging in denim shorts, in a provocative position, while wearing a pair of sandals!

It’s unclear if Pataky – a former model – even knew her image was being used in the promotion. However, it has been revealed the brand of sandals, Gioseppo, featured in the image are an actual sponsor of the race.