Advancing the campaign launched by acclaimed Hindu leader Rajan Zed, Bhavna Shinde, representing Hindu Janjagruti Samiti and Sanatan Society for Scientific Spirituality, in a communiqué to MPAA and its chairman Dan Glickman asking Paramount's suspension, said that Paramount went back on its promise to pre-screen the movie for Hindu leaders and added that Jessica Rovins, senior vice president National Publicity of Paramount, wrote to Zed in March, “It is our full intention to screen the film for Rajan Zed and other Hindu leaders in the US once we have a finished print.”

Rajan Zed, prominent Indo-American leader, who spearheaded this drive, has been saying since March that from the information available about the 'The Love Guru' movie, it appears to be lampooning Hinduism and Hindus and using Hindu terms frivolously.

Shinde listed various other reasons in the communiqué to strengthen her viewpoint about “unethical and unprofessional business practices of Paramount” as: No response by Paramount of communications of Hindu leaders trying to contact its executives during last few weeks; apparent denigration of Hinduism and Hindu concepts by 'The Love Guru' and Paramount showing utter disregard to the protesters thus leaving them with no other alternative but to consider worldwide boycott of Paramount products; Paramount not making any efforts to have an open dialogue with protesters to arrive at a mutually acceptable solution; non-issuance of requested study guide on Hinduism for the movie viewers to undo the damage done by the movie; criticism of Paramount by clergy belonging to various religions and denominations describing its going back on promise as “un-Christian, un-Hindu, un-Buddhist, un-Jewish, etc, besides being unethical.”

Rajan Zed suggests that in order retain its leadership in the filmed entertainment industry and to regain trust and confidence of its world constituency, Paramount needs to retrain its staff, specially senior executives, in cultural awareness, public relations, opening closed minds, creating partnerships, basic business etiquette, etc, in this fast changing world business environment; and adds that maybe its parent Viacom should step in to re-energise Paramount. We are even willing to help in this skill improvement if they approach us, Zed points out.

Meanwhile, in view of apparent lampooning by 'The Love Guru' and Paramount showing utter disregard to the protesters, Hindus are considering launching a worldwide boycott of products of Paramount and its parent Viacom if no immediate acceptable solution is reached. “The responsibility for this will lie with Paramount and Viacom, for not making any efforts to have an open dialogue with protesters and arrive at a mutually acceptable solution,” Shinde says. Hindu groups are re-planning their agitation in view of this development and leaning towards further intensification and taking it to the streets. Hindus have also floated an online protest signature drive, which is proving quite a success, with 5500 signatories registered till now.

The apparent breaking of the promise by Paramount has angered various other Hindu leaders and leaders of other religious faith also. Hindu groups have contacted Federal Communications Commission (FCC) urging intervention in the matter.

Hinduism is the oldest and third largest religion of the world with a rich philosophical thought, and it should not be taken lightly, Zed stresses.

Founded in 1922, the Motion Picture Association of America (MPAA) serves as the voice and advocate of the American motion picture, home video and television industries from its offices in Los Angeles and Washington DC. Besides Paramount, its other members include Buena Vista, Metro-Goldwyn-Mayer, Sony Pictures, Twentieth Century Fox, Universal Studios, Warner Brothers, Walt Disney Studios.

'The Love Guru', a comedy starring Mike Myers (of Austin Powers fame), is set to release on June 20. Viacom is a leading global entertainment content company and its family of brands includes MTV, Paramount, DreamWorks, etc. Paramount Pictures Corporation is a global producer and distributor of filmed entertainment.