The air is heavy with shrill calls of war. On both sides of the Line of Control (LOC), some are busy spreading disinformation about the military measures and counter measures by India and Pakistan, while another section of citizens is rooting for de-escalation and resolution of the conflict through diplomatic means. In the meantime, there are those who are busy capitalising the tensions for their profits. In a now withdrawn trademark application, Reliance Industries Limited applied for a trademark for “entertainment purposes” on the name “Operation Sindoor”—the codename India used for its military action allegedly against terror bases in Pakistan—within 24 hours of the operation taking place. After huge public hue and cry over the insensitivity and ill-timing of the application, the company issued a statement clarifying that the application was “inadvertently filed by a junior person without authorisation” and has now been taken back. Reportedly, Indian Motion Pictures’ Producers’ Association, Indian Film and Television Producers Council and Western India Film Producers’ Association have already received over 30 applications from industry figures like Aditya Dhar, Madhur Bhandarkar, Vivek Agnihotri, Suniel Shetty and others to register film titles on Operation Sindoor as well as the Pahalgam attack.