FM radio station Radio Mirchi, which is owned by the Times of India group, has displeased the Smriti Irani-led Union information and broadcasting ministry for airing a campaign titled #MatAaoIndia (Don’t Come to India), telling foreign tourists to stay away from the country.

Radio Mirchi aired the campaign after the attack on Swiss tourists in Fatehpur Sikri last week.

The campaign was taken down after a flood of criticism on social media; some users branded the radio station “anti-national” — the new buzzword — and advised followers to “unfollow” the station on Facebook and Twitter.

The tone of the Radio Mirchi #MatAaoIndia campaign was in sharp contrast to the previous campaign in which Aamir Khan urged better treatment of foreign tourists.