October 22, 2020: Web streaming service Eros Now has stirred up a huge row on social media after it was pulled up by netizens for obscene messages denigrating the revered Hindu festival of Navratri, as part of its advertisement campaign.

On Thursday morning, Twitter witnessed the hashtag #BoycottErosNow as one of its top trends.

Ever since Navratri 2020 commenced on Saturday, Eros Now has been posting short videos and pictures from films produced by their company. Some pictures star Deepika Padukone from 2015's Bajirao Mastani. Kareena Kapoor Khan also appears in her Chhammak Chhallo avatar from the 2011 film Ra.One.

One of the many posts, starring Katrina Kaif, with the caption, “Do you want to put the ratri in my Navratri” and the other having Salman Khan with the words, “You need a dandi to play dandiya – I have one.” has irked the netizens.

Soon after the production house issued an apology through a tweet saying, "We at Eros love and respect our cultures equally. It is not, and it has never been, our intention to hurt anyone's emotions. We have deleted the concerned posts and we apologise for having offended anybody's sentiments."

It should be noted that Eros Now has not denied posting the obscene posters on its social media platforms, nor has it claimed that they were photoshopped.

Social Media users though have refused to accept this "apology" by Eros Now.