29/09/2016 3:01 PM IST | Updated 29/09/2016 5:19 PM IST

This Delhi Burger Joint Got A Little Too Carried Away With Indian Army's Surgical Strike At The Border

In terrible, terrible taste.

Brands always look for an opportunity to advertise. But for many Indian companies, insensitivity trumps creativity. This morning, after the Indian Army announced that it conducted surgical strikes last night on terror launch pads across the Line of Control (LoC), a burger joint thought that it should grab the opportunity.

So, they texted all their customers, offering a 20% discount on all orders.

"In light of the surgical strikes by India defence forces on terrorist camps (PoK). We offer 20% off on all orders on Coupon code: fpak20" the text read.

Yes, not only do they think that India-Pakistan tension is what will bring more people to burger joints, but have come up with possibly the most absurd code for it too.

To avail the discount, one needs to use this code: fpak20.

It wasn't just the burger joint. Recharging website MobiKwik also thought it's best to join the bandwagon. So, they sent out this message.

Don't miss the code in the text.

This isn't the first time a brand campaign went wrong during times of emergency.

Last year, after massive tremors rocked India and Nepal, e-retailer Lenskart sought to make the natural disaster into a promotional event by asking the customers to "shake it off" like the earthquake by buying its sunglasses.

They, however, later apologised.

Such a fail.