In the aftermath of the recent terror attack in Pahalgam and India’s subsequent military response under Operation Sindoor, national tensions have been running high. The situation reached a temporary resolution when a ceasefire agreement was officially declared yesterday between India and Pakistan, offering some relief from the escalating conflict.
However, a social media post from the official X (formerly Twitter) handle of the film Salaar, titled Salaar: Part 1 – Ceasefire, has sparked widespread outrage. The post, made by @SalaarTheSaga, featured a short promotional clip highlighting the film’s title — coincidentally using the word “Ceasefire” — just hours after the real-world ceasefire announcement was made public.
Though the timing may have been unintentional or aimed at creating a topical parallel, many users online have condemned the move as insensitive and opportunistic. Social media quickly erupted with criticism, accusing the filmmakers of using a national tragedy for promotional gain.
One user wrote, “Shame on Prabhas,” referencing the film’s lead actor, while another tagged the production house saying, “Have some shame @hombalefilms. This is not the time for promotion!” Several others called the post “tone-deaf,” and some expressed disappointment at what they saw as a lack of empathy and respect for the armed forces and those affected by the violence.
The backlash has reignited ongoing debates over public relations ethics in the entertainment industry, with calls for celebrities, influencers, and production teams to exercise greater sensitivity during national emergencies. Critics argue that promotional strategies must be mindful of the socio-political climate, especially when lives and national security are involved.
As of now, neither the Salaar team nor the production house Hombale Films has issued a public response or clarification regarding the controversial post.
