It all began with soap-queen Ekta Kapoor who started adding letters to her army of K-titled television show names, and then Bollywood followed, adding an extraneous E here and an irrelevant I there.
Last year, Himesh Reshammiya went a step further, his acting vehicle twisting even English at will, with words like Moviee and Luv.
Ekta, however, has returned to take the cake. This is a still from the next Balaji Motion Pictures production, directed by Apoorva Lakhia.
The film stars Vivek Oberoi, Zayed Khan and is apparently a thriller set in Turkey.
And for its title, it changes the name of Turkey's largest city, adding an extra A to it. Presumably shot in Istanbul, the film is called Mission Istaanbul.
This idiocy really must stop. Or is that stopp?