For the last nine days, Shashikant Mukati, 52, has been criss-crossing Indore in his Maruti 800, trying to get passersby to look at the poster stuck on the car’s rear windshield.

“Boycott the films of those who defame and talk against our country,” the poster reads in Hindi. “Stop watching the films of those who make fun of Hindu gods in their films.”

Mukati is just one of the footsoldiers of an ongoing campaign against Bollywood movies that “hurt” the religious sentiments of Hindus.

Their targets include Laal Singh Chaddha, a remake of Forrest Gump which stars Aamir Khan, whose 2015 comments on growing intolerance in India have been resurrected on social media amidst calls to boycott his movies. Khan was also criticised for his 2017 meeting with Turkey’s “Hinduphobe” president and his 2014 movie PK that purportedly “mocked” Hindu gods.

Everyman patriot Akshay Kumar has also, surprisingly, been dragged into the boycott. With his film Raksha Bandhan releasing last week, Kumar’s 2016 tweet resurfaced on Twitter where he’d urged people not to “waste milk” on Mahashivratri. Simultaneously, social media unearthed tweets by the film’s writer, Kanika Dhillon, supporting the 2019 citizenship law protests.

What else could they do but trend #BoycottRakshaBandhan?

But these weren’t just isolated tweets asking for boycotts.