In the wake of the recent Pahalgam terror attack and India’s swift military retaliation under Operation Sindoor, tensions have been running high across the country.
As both nations escalated military posturing, a ceasefire was officially declared yesterday, bringing temporary relief. However, a social media post by the official X handle of Prabhas’ Salaar has triggered major backlash for its perceived insensitivity.
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The post, made from @SalaarTheSaga, featured a short clip showing the film’s title — Salaar: Part 1 – Ceasefire — just hours after the ceasefire announcement between India and Pakistan.
While the intent may have been to create a clever parallel, many netizens felt the timing was highly inappropriate.
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Critics slammed the post as a tone-deaf attempt to cash in on a national crisis for film promotion. “Shame on Prabhas,” one user wrote.
Another commented, “Have some shame @hombalefilms. This is not the time for promotion!” Several others labeled the move “insensitive” and accused the team of showing disrespect toward the armed forces.
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The incident has reignited criticism of PR strategies in the film industry, with many calling on celebrities and production houses to show more restraint and empathy during times of national distress.
