"Pulwama: The deadly attack," declared the middle-aged Bollywood producer, before turning to his mousy assistant. "Kaisa laga?"

The assistant hurriedly indicated his assent. "Ek Aur Likho Pulwama Attack Versus Surgical Strikes 2.0," the producer said, before turning to this correspondent. "You've got to think of long, complicated titles. The straight ones like Pulwama, Surgical Strike 2.0, Balakot are all gone."

While most of India anxiously waits for news of war and prays for the safe return of captured Indian Air Force Pilot, Abhinandan Varthaman, Bollywood is moving quickly to capitalise on this national tragedy.