The phrase "avalkkoppam" which means "with her" in Malayalam, has been widely used on social media as a means of extending support to the woman actor who was abducted and allegedly assaulted in Kochi in February.
Recently, members of the women’s group Women in Cinema Collective (WCC) had also launched offline campaigns by the same name in support of the woman actor.
However, on Wednesday, director Laljose, who has been a vocal supporter of the accused actor Dileep, shared a poster of his latest film Ramaleela, that was released on Thursday. Along with the poster, Laljose did not share an elaborate description, but chose to use two hashtags - one was "Cinemakkoppam" (with Cinema) and the other was "Avanodoppam" (with him).
Following this, Laljose was at the receiving end of severe criticism from social media users, who slammed him for putting a spin on a well-meaning hashtag.
Blogger Basheer Vallikkunnu took to Facebook to slam Laljose for using #Avanodoppam, saying that, Laljose has in effect, insulted the #Avalkkoppam campaign.
"You have all the right to promote Dileep's film, nobody will contest that. But that #Avanodoppam you used along with it is nothing less than slapping the assaulted woman actor on her face. By using #Avalkkoppam, the people of Kerala expressed their solidarity and support to a woman, who was violated and harassed. And now for extending support to an accused, you have insulted that campaign," Basheer wrote.
Speaking about the #Boycott Ramaleela campaign, Basheer said that it was up to the people to decide whether they want to watch the film or not.
"But what you are intending to prove through this #Avanodoppam is that, if the film becomes a hit, then the people of Kerala are in support of Dileep. When you are explicitly supporting an accused, not even uttering a word of support for the assaulted woman actor, the message is very clear," Basheer wrote.
Basheer was not the only one to slam Laljose. Several social media users criticized Laljose for never supporting the woman actor, but for his public display of solidarity with Dileep.
"I had respect for Laljose, now that's gone. Always with the woman actor. #Avalkkoppam," wrote another user.
"I am also with the cinema. Every cinema is the result of so many people's efforts. But that doesn't mean that in the process, we insult the woman actor. Let the case come to its conclusion. Let the law take its course. Can't you hold #Avanodoppam till then?" another user wrote.
"Not surprised or offended that you are supporting Dileep's movie. But extremely disheartening to see you supporting him in a case," wrote another.
Laljose has never shied away from conveying that his loyalties lie with Dileep.
An old photograph of Dileep and Laljose
During Onam, Laljose was one among the many celebrities from the cinema industry, who paid a visit to Aluva sub-jail to meet Dileep. Days after he was arrested in July, Laljose had posted a photograph along with Dileep on his Facebook page, along with the hashtag #Dileepinoppam (with Dileep.)