“No film of anyone from the Bachchan family should be shown in theatres in Maharashtra until she apologises unconditionally,” Thackeray told a press conference. “I want to see who will dare show their films. Advertisements featuring any of their family members will be blackened. I request people not to use products endorsed by them.”

Thackeray compared his response to Jaya to the one actor Aamir Khan got in Gujarat for siding with Medha Patkar and her Narmada Bachao Andolan, leading to his Fanaa being banned in that state. “I dare her to make such statements in Tamil Nadu or Bengal,” Raj said, once again seeking to justify his stance by comparing Maharashtra to what he says are more chauvinistic states. “Hindi is the national language and we respect it. It should, however, not be used to insult Marathi.”

The MNS-Bachchan conflict is not new. Earlier this year, Thackeray had launched a tirade against Amitabh saying he was more loyal to his home state of Uttar Pradesh than Maharashtra where he has lived for decades and become an icon. The Bachchans are known to be close to Raj’s estranged uncle and Shiv Sena chief Bal Thackeray and the latter had come to the defence of the family after Raj’s attacks.